Video: Movember’s CEO unleashes ‘Generation Moustache’
October 29, 2013 | Alicia Androich | Comments
Each year, Movember switches up its mojo. The charity, started in 2003 in Australia by a few men who wanted to raise awareness for men’s health issues, reinvents its brand for each annual campaign. This year, it’s inviting participants to join “Generation Moustache.”
Previous campaigns used a ‘Modern Gentleman and Country Gentleman’ theme and explored what it means to be a better man. Last year’s work focused on transfering knowledge and the father/son relationship.
This year’s campaign is a “complete departure” from the last three years, co-founder and CEO Adam Garone told Marketing in an interview last week during his visit to Toronto to kick off the Canadian campaign.
This time around, Movember mixes some of its rock ’n’ roll spirit with a social movement vibe. Garone said the 2013 campaign is about people flying Movember’s flag. “Generation Moustache is about a new generation of thinking and philanthropy, and research and approach to the programs that we fund,” he said. Positive change is the foundation of the campaign, he adds. “The change we stand for is changing the face of men’s health.”
The double-headed serpent was the symbol chosen to represent that change this year. “Since [ancient] Greek days, [it] represented change and rebirth, and the one wrapped around a staff is the most common medical symbol… Our double-headed serpent is a little bit more aggressive.”
As with all of Movember’s previous campaigns, the creative was developed by Urchin Associates, a Melbourne-based creative agency that Garone’s brother Travis—one of Movember’s fellow founding members—helped launch.
In Canada, PR duties are split between Fresh Public Relations, North Strategic and BFRP. The event’s beneficiary partner is Prostate Cancer Canada.
Garone said sustaining people’s interest and engagement with Movember means evolving, just as any other brand has to do. “We know a guy that’s done Movember three or four times will maybe go, ‘Hey, I’ve done my bit for Movember and men’s health’ and pass the baton on. For us, it’s about keeping it fresh and relevant, but also adding on other elements and ways for men to participate,” he said.
This year, for example, it’s added an initiative called “Move” about highlighting the importance of getting 20 to 30 minutes of moderate exercise daily.
Videography by Pam Lau