The worst recession since moustaches were last in fashion in the 70s provided the backdrop for Movember 2009. To grow the campaign, our strategy focused around building network of participants, as we knew more Mo Bros, meant greater awareness and donations.
Our approach was two-fold - grass roots up, with the team visiting regions to create hubs in cities across the UK combined with a national campaign including ambassadors, sponsors, social media and media relations.
And it was an approach that worked. From the Scottish Sun delivering 40 one page features during the campaign, through Graeme Souness growing back his iconic moustache to the opening of Mo’s barbers in London for free shaves for Mo Bros during the month – everything combined to give as many routes in and rewards to our target audience.
850 pieces of coverage, 7,000 Facebook fans, 10,000 tweets, 45,000 participants and £4.8 million raised for The Prostate Cancer Charity later – the recession was no match for the moustache.