How do you raise a million pounds for prostate cancer using only moustaches? Good question…and one iris PR pondered when recruited to launch the global charity phenomenon Movember to an unsuspecting UK.
The answer lay in getting key media partner, The London Paper, so excited they wrote a story a day during Movember and helped line up a ‘Mo off’ between the Virgin, Capital and Xfm breakfast show teams. Add coverage across national, regional and TV, together with the small matter of 1,500 Mo Bros and Mo Sistas at an end of Movember party and you’ve got the client an ROI of £40 for every £1 spent and you’ve raised £1 million pounds in 6 weeks. Not too bad for our first year.