Global men’s health organisation Movember has launched 'S**t Mo’s Save Lives', encouraging folically-challenged men to embrace their unremarkable moustaches for a remarkable cause.
Entering its 21st year, the simple premise of growing a moustache for 30 days continues to drive this powerful men’s health movement. The funds raised support innovative research and world-class health projects that help men live healthier, longer lives.
Movember aims to build a healthier future for men, their families, and their communities by tackling the underlying factors of poor men's health and empowering men with the knowledge and resources they need to better understand and improve it.
The men that participate are largely judged by their friends and family on the standard of a thick, luscious facial hair, something the charity wants to challenge in this campaign by embracing the wispy, scraggly and somewhat microscopic Mo’s.
The tentpole of 'S**t Mo’s Save Lives' is a song exposing that people love to donate to people’s ‘mild humiliation’ and that, for this reason, scraggly moustaches give you ‘a superpower over other guys’. It emphasises that participation in Movember isn’t about vanity or style, but rather, making an impact on men’s health.
Movember’s acting head of creative Josh Mann said what struck him immediately about the moustache-growing movement is that it is led not so much by Movember themselves, but by a groundswell of people that care about the future of men’s health.
"User-generated content is what makes the campaign successful and by arming our many Mo’s with an anthem to soundtrack their own content, we’ll help tie this hairy season together," he said.
"The reality is even the best Mo growers have a s**t Mo after one week of growth, so we felt this song could resonate with any man. And if it encourages anyone who’s been too ashamed of their s**t Mo to give Movember a go – well, that’s a huge win for men’s health.”
The brand's global director of brand and content Hugh Miller said putting the spotlight on the everyday, less glamorous moustaches is emphasising Movember’s inclusivity.
"You don’t need a movie-star moustache to be a hero in the fight for better men’s health, unapologetically s**t moustaches are just as valuable in this movement," he said.
"Movember has always been for everyone – after all, men’s health doesn’t just affect men, it impacts us all.”
The campaign is built around the Shit Mo’s Save Lives anthem, which is available to stream on Spotify, and for use across social media content generated by Movember participants during the month. It will be backed by a suite of content, including film clips built for social media and influencer and ambassador collaborations.
Credits:
Acting Head of Creative, Movember: Josh Mann
Senior Creative Producer, Movember: Thomas Pike
Head of Studio, Movember: Thomas Walters
Global Director of Brand and Content, Movember: Hugh Miller
Director: Steve Packer
Producer: Lawrence Phelan
Casting: Mark Day
Cinematographer: Alexander Naughton
1st AC: Bailey Quinn
Gaffer: Corey Clement
Best person: Luca Muscato
HAMU: Isobel Boekeman
Production designer: Sam Pearce
Runner: Flynn Mazza
Editor: Steve Packer
Colorist: Nicholas Hower/PostLab
Production company: Recliner
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