Movember, the Mo Bro Month: Time to Change the Calendar?Luc Malcorps
By Antoine Wellens – Emakina.BE
November has flown by. And once more the great concept of Movember came to life. Come again? Movember? During the month of November each year, Movember asks men across the world to grow a moustache with the aim of raising vital funds for men’s health issues.
The formula is simple: take a good cause, add a fun challenge and limit the timeframe to participate: shake up well and you get “Movember”. While growing a Mo is left to the guys, Mo Sistas (women who support their men) form an important part of the action, by recruiting Mo Bros, helping to raise funds and attending Movember events. Movember, as in ‘Mustache and November’, also aims at educating as many as possible on men’s health questions and illnesses such as prostate cancer.
Born in 1999 in Australia and recycled in 2003 by the Movember association, the movement this year crossed all borders and went global. Teak a peak at www.movember.com and see what it’s all about.
Why does it work so well ?
The campaign is viral in many ways . In addition to a universal idea that it can be introduced in all countries – including Pakistan, Movember has managed to combine three elements that ensure its virality:
1. A good cause you really want join
Values you share on your wall can bring respect and credibility from your friends. Even if Facebook would have been called MyBellyButtonEgoBook, it would still be a positive thing to share a good cause with others. By doing so, you suddenly feel useful and proud, when you can share: “you see, I do not only think about Me, Myself, and I !”
2. A fun challenge you always wanted to be part of
Proud of his three day facial hair growth, modern man seeks to distinguish itself. And what if I tried a mustache for a change? No, seriously…that would be ridiculous. Enter Movember…and now you have a great reason to try it. It’s not for me, it is to campaign against prostate cancer!
3. An effective online activation with massive offline impact
A change of look, obviously, that’s a topic that gets talked about. And in this lies the gene for the genious idea. Even if you ‘like’ the Movember page on your Facebook, Movember’s success is mainly achieved around the coffee machine . So the true virality, is not just the one we share just as soon forget. It’s the one that stays in the mind, and grows (like a mustache).