Case study :

Throughout November, in communities across Canada, the faces of men change.On November 1, clean-shaven men of all ages, shapes, and types, known as Mo Bros, register on movember.com and commit to growing, grooming, trimming, and waxing their way to a face that sports a moustache. Their efforts are aimed at raising awareness for prostate cancer and depression. Supported by the women in their lives, Mo Sistas, and Movember Mo Bros raise funds by seeking sponsorship for their Mo-growing efforts. Mo Bros effectively becomes walking, talking billboards for the 30 days of November, and through their actions and words raise awareness by prompting private and public conversations around the often ignored issue of men's health. At the end of the month, Mo Bros and Mo Sistas celebrate by attending their parties or attending one of the infamous Gala Parties held around the world by the Movember foundation as a thank you to the Movember community. Movember began in 2003 in Melbourne, Australia. Today it is truly a global movement with official campaigns in Australia, New Zealand, the United States, Canada, the UK, Finland, the Netherlands, Spain, South Africa, Ireland, and the Czech Republic. In seven short years, it has raised over $178 million for men's health issues. Movember came to Canada in 2007 and has been growing ever since. In 2010, Movember Canada opened the Toronto Stock Exchange; 1,239 Mo Parties were held across Canada at universities, pubs, offices, and police stations, and on military bases; Members of Parliament flooded the House of Parliament with moustaches as ministers grew Mos; even fitness and health legend Hal Johnson grew back his iconic moustache.With Justin Trudeau and several NHL players on board as Mo Bros, by mid-November 2011 Canada led all participating countries with over 230,000 registrants and $17,750,123 raised. Many of the registrants were members of teams created within large organizations. For example, Powerbev Inc. had 53 members on its team, all raising money for the cause under the Powerbev Inc. name. Powerbev Inc. was included on the Movember website as part of the Network Leaderboard. Companies such as Mercedes-Benz, Schick Hydro Razor, and Harley Davidson Canada were supporters of the 2011 campaign. Schick created the License to Grow campaign on Facebook. By "liking" Schick on Facebook, you could receive a "License to Grow" and follow the Schick Hydro Canada Campus Tour. Schick took to the road visiting various colleges and universities with the Schick Hydro Barber Shop, handing out free samples of the razor. Harley Davidson Canada offered a Movember-themed T-shirt, and $5.00 from every T-shirt sold was donated to Movember. In addition, as a Movember fundraiser, Harley Davidson Canada offered a ballot for a chance to win a 2012 Night Rod Special Motorcycle for every $100.00 a Movember registrant raised.3 Official merchandise was created, including a limited edition Snoop-Dogg T-shirt, specially created by Lancaster Ltd. for both Mo Bros and Mo Sistas. Lancaster Ltd. also created four unique T-shirt designs for Movember, with 20 per cent of the gross proceeds going directly to supporting the Movember campaign. Giordana Cycling Apparel created a line of clothing for sale supporting the Movember campaign, with a portion of the proceeds from every purchase going to the Movember Foundation. Speed Stick donated $1.00 to Movember for every view of their website's video. Toms Shoes created a limited edition of women's and men's shoes, with the proceeds going to the Movember Foundation. The Movember website is highly engaging, offering photos of Mo Bros, links to supporting companies, and health information. The Movember Canada Facebook page had over 26,000 likes, and uTube had a countless videos of Mo Bros chronicling their moustache growth. Has this annual program put to light a spin on two earnest men's health issues? The Stats About Prostate Cancer: Prostate cancer is the most common cancer in men. It accounts for over one-quarter (27 per cent) of new cancer cases in men. 1 in 7 Canadian men will be diagnosed with prostate cancer, and the threat is greater for those with a family history of the disease. Prostate cancer is over 90 per cent curableif detected and treated in its earliest stages. Incidence and mortality rates for prostate cancer in men are similar to those of breast cancer in women. 25,500 Canadian men will be diagnosed this year alone. It is a far greater threat for those with a family history of prostate cancer. Prostate cancer develops as a result of dietary, environmental, and heredity factors. However, more research is needed to identify its specific causes and to prevent the disease. Men growing moustaches in November are providing a physical cue that may start a conversation. But is the conversation around the disease or is it around the Movember campaign, their team goals, and their end-of- Movember party? Research indicates that in Canada last year, 80 per cent of Movember registrants discussed men's health issues with family, friends, or colleagues during November and 90 per cent spent time thinking about improving their general health. Regardless of what precipitated the conversation, men's health is being discussed. Movember has strong corporate partners that are assisting in raising awareness and funds. Are the companies supporting Movember using the campaign to raise their profile among a target group that is generally very hard to reach through traditional marketing communications? Consumers are increasingly interested in purchasing products from companies that are associated with causes, may pay a premium for a product associated with a cause they care about, and may even think more highly of a company when it supports a cause they care about. This has led to an increase in the cause-related marketing programs evident in the marketplace today. But is Movemberthe month and the campaigna distraction?

1. Do you think a partnership with Movember can improve a company's image? Is it a sign that they are making a commitment to corporate social responsibility or is it simply a tactic to raise their profile among men who feel part of a "brotherhood" during November?

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