‘Movember’ is a global charity event in which men grow moustaches for just one month (November) to raise awareness and donations for men’s health issues including prostate cancer and depression. Every year, over 140,000 Australian men participate.
Schick (shavers and razors) is a major sponsor of Movember. Our job was NOT to promote the charity, but to highlight Schick’s involvement and engage participants with the Shick brand.
For many men, growing a moustache isn’t easy. They often look terrible. So we asked men to ‘Look Schick Hot’ by styling and grooming their moustaches.
And if they grew a ‘Schick Hot’ moustache, we offered to insure it with the world’s first ever Moustache Insurance policy
Outdoor and online media drove traffic to LookSchickHot.com.au where Movember participants could apply for Schick’s Moustache Insurance. They received a personalised insurance certificate, making them eligible to receive a $10,000 insurance payout when they shaved off their moustache at the end of the month.
To amplify the campaign socially, the Facebook page also let participants showcase their meticulously maintained moustaches on the Mo Wall-of-Fame; choose a style of mo for their team-mates via Facebook tagging; and participate in Insta-Mo-Gram which spread the campaign across the photo-sharing network Instagram.
Participants enjoy the fun and camaraderie of Movember (70% participate in teams). The Moustache Insurance helped justify the reason for growing a moustache, and the campaign helped give Movemberists a more enjoyable experience to share the fun amongst friends.