This year’s campaign, from UK-based creative agency MATTA, features everyday Aussie ‘Mo Bros’.
Global men’s health charity Movember has launched its 2019 campaign, Whatever You Grow Will Save A Bro, to encourage all men to help raise awareness and funds whoever they are, and no matter the type or size of moustache they can achieve.
This year’s campaign, from UK-based creative agency MATTA, features everyday Aussie ‘Mo Bros’ including testicular cancer survivor Harvee Pene, prostate cancer survivor Charlie Jia and mental health advocate Nathan Appo, and includes a new TV advert voiced by comedian and TV personality Dave Lawson.
Jia says he was honoured to be chosen to represent the moustache as one of the Aussie ‘faces of Movember’ in 2019.
He has been sprouting a Mo for over a decade, and is this year hoping to bring his fundraising total to more than $10,000.
“It’s amazing to see so many different faces from all over the world featured in the Movember campaign this year,” he says.
“As well as being a lot of fun to shoot and highlighting that anyone can grow a Mo, ‘Whatever You Grow Will Save a Bro’ has put Indigenous men’s health front and centre. It also shows that background, colour and beliefs don’t matter, because prostate cancer, testicular cancer and mental health issues won’t discriminate.”
Movember’s chief marketing officer, Juliette Smith, says the campaign was based off the insight that some men who want to support the charity feel embarrassed or inadequate about the facial hair they can grow.
"It also nods to the fact that the landscape of male grooming has changed, where the ask for many is no longer ‘grow a moustache’ but increasingly more often ‘shave your beard’, adding another layer of vulnerability for the grower," Smith says.
“The campaign aims to dispel these anxieties, demonstrating the ultimate importance of Movember; that the wider awareness of our charity and its causes; prostate cancer, testicular cancer and mental health, can change lives for better.”
MATTA design and production director, Tom Allwood, says the charity plays an important role in shedding a light on un-talked about issues among men.
“We found a way of bringing people together from all backgrounds, showing that we’re all unique, but focusing throughout on the integral message of the movement,” Allwood says.
Whatever You Grow Will Save A Bro debuts this October on Movember’s global reaching social network and commercial radio and TV networks nationally.
