According to urbandictionary.com, the mustache “is a universal icon representing the epitome of authority and raw manhood.”   Since 2003, the mustache has also evolved into quite possibly the most genius non-profit marketing strategy of all time.  Every ‘Movember,’ men all over the world grow a mustache or a ‘Mo’ for 30 days to raise money for Prostate Cancer.  Not only are these sponsored mustaches raising money for a great cause, they have also become a recognizable symbol that forces people to discuss men’s health and the somewhat embarrassing topic of prostate cancer.  As our CEO Alan has found out, when you are growing a mustache there is no hiding it.  Wherever you go, people are going to ask questions, roll their eyes, or giggle, and men find themselves forced to talk about why they are growing and the cause behind it.  Combine that with testosterone, male camaraderie and a serious dose of competitive spirit (beware of peach fuzz… you will be mocked) and you have got yourself an incredibly successful fundraising campaign.  The mustache has arguably reached the elusive pink ribbon branding status, and it is growing every year.  Last year in Canada, Movember raised a total of $7.7 million for Prostate Cancer Canada.  This year they have already raised $4.4 million and it is only day 5. That is almost a million dollars a day. 

The secret to this year’s increased success is a combination of better merchandising and a great social media campaign.  Much like the pink ribbon, on the Movember website you can purchase t-shirts, jewelry, cufflinks, toys, skateboards, mugs and even flip cams all branded with the iconic Movember mustache.  In fact, the mustache brand arguably has better selling potential than the pink ribbon because it appeals to both men and women.  Ladies with “mustache envy” can purchase fake Mo’s and mustache jewelry, or they can support their mustached-man with t-shirts that say “I heart Mo.”   The mustache has the novelty factor that maybe other campaigns are missing, and that is the key to its branding success.  

Movember has also amped up their social media presence this year.  Mo Bro’s can link up their ‘Mo Space’ fundraising page to Facebook and twitter to keep their fans updated on their ‘stache, which increases awareness and boosts fundraising potential.  There is also a live plixi twitter photo feed that shows photos of Mo Bros from all over the world that have hash tagged #Movember, thus uniting growers and followers and demonstrating the true reach of the campaign.  Mustache growers can also make their own videos and post them on You Tube for a chance to enter the ‘Moscars’ – an award ceremony for the best Movember film.  Lastly, there is an app for that - iphone has created an app for Mo Bro’s, so they can keep track of their fundraising and share mustache updates with their friends and family on the go.   

           Just like Alan’s mustache, Movember is growing fast and it cannot be tamed.  The beauty of the campaign is its simplicity and its ability to grow organically through a universal symbol that everyone can recognize.  Rather than creating a new logo or branding to raise awareness for men’s health, Movember harnesses the natural essence of manhood and engages the most important marketing tool of all... face-to-face communication.