The Chevron? The Walrus? A Salvador Dali?
This month men across the UK will be grappling over which moustache style to cultivate- should they go bold with an aggressively macho, hulk-hogan-esk, ‘horseshoe’? Or pensive and brooding with an insufferable hipster ‘handlebar’? Whatever the tache of choice, it is all for a worthy cause- Movember.
The hairy international campaign returns this month (November, see what they did?), in aid of prostate and testicular cancer, as well as mental health and physical inactivity.
While recent facial-hair-friendly trends threaten the novelty at the centre of it all, there is still a lot to be learnt from the movement…
It all began in Australia 14 years ago by two guys who decided to grow moustaches to raise money for charity. Since 2003, this humble mission has turned into a powerful movement for men’s health, as millions have taken part and donated to the cause- last year alone the project raised a phenomenal £47million.
Taking over a month as part of a charity endeavour has proven an effective strategy for the Movember movement, and this success is in part thanks to its time-limited nature. We’re more likely to change our behaviour or do something for charity when the parameters are set from the beginning and we have a limited time frame to do it in. It is also a question of control- the charity allows fundraisers (‘Mo Bros’ and ‘Mo Sistas’) free reign when it comes to how they raise their money, but provides them with a platform via their website so that they can keep a connection with their supporters throughout.
Who else is having success with this strategy?
Other high-profile causes that place a month at the centre of their campaign are often abstinence-based. There is Stoptober, run by Public Health England, which encourages people to give up smoking for 28 days to help them on the way to quitting for good. Then there is Cancer Research UK’s Dryathlon which began in 2013 and is the ultimate test of willpower- no booze for a whole month. Competing for recognition in January is Veganuary, a charity inspiring people to try vegan for January and throughout the rest of the year.
Social media has no doubt been instrumental in helping proliferate these big, branded, month-long events, as people share their progress and connect with others participating in the cause. The social media pages and official hashtags of campaigns successfully harness a community of shared experiences and supporters, helping fundraisers feel encouraged and motivated to keep going. If celebrities get involved, posting pictures and updating followers with their progress, reach can be remarkable.
These campaigns demonstrate successful communication strategies that keep within a manageable time period and play on our natural desire to be part of a group, in turn actively encouraging charitable donations and connecting people to a cause.
If you want to get involved, you can help grow our very own Mo Team – “OMD UK sponsored by Tom Selleck”. There’s still plenty of time to join in and take some great photos in the process.
If you don’t fancy that, please donate and share the link. Recommended donation is the cost of your favourite pint and anything given is most appreciated.
Please give here and feel free to share: https://moteam.co/omd-uk-sponsored-by-tom-selleck?mc=1