ABOUT

BACKGROUND
Men’s health is in crisis. Lonely and isolated, men are going down dark algorithmic wormholes and turning to divisive, toxic collectives for help.

So, in their 20th year of urging men to grow moustaches in November for awareness of men’s mental illness, prostate and testicular cancers, Movember needed a bold new creative direction.

IDEA
Each year in November, passing a fellow moustachioed man feels akin to giving them a secret handshake. Like you’re part of a club. So Movember became the world’s least secret, most inclusive secret society. The antidote to the Andrew Tates and other wayward souls — providing mateship, a true sense of belonging, and a purpose: to stop men dying too young.

Borrowing from the visual worlds of cults and secret societies with their tongue firmly planted in their cheek, Movember’s mighty moustache brandmark became a symbol of camaraderie and hope.

'The Mo Is Calling' was launched across the UK, US, Canada, Ireland, Australia and NZ, inspiring a new wave of participation in their annual month-long fundraising spectacular.