MOVEMBER Presentation by; Jorge Powell, Jake Howard, Leslie Latchman, Shaun Hackney, Hilary Kaphuka, Dan Smith.

INTRODUCTION Each year during November, men from all around the world grow their

moustaches to raise funds and awareness for male health issues.

It originated in Melbourne, Australia in 2003 with just 30 participants and has since exploded into a global movement.

Last year, a 1.1 million Mo community committed to and supported not shaving their ‘Mo’ for the whole month, raising over $141.5 million AUD (£92m) globally, £27m of which was raised in the UK.

HISTORY OF MOVEMBER

MOVEMBER 2013 10 Year Milestone.

Expected to better 2012’s total revenue of $141.5 million AUD.

Focuses to minimise costs to reduce retained revenue.

Will not officially launch campaigns in any new countries, rather it is focusing on cultivating existing campaigns in 21 countries.

VISION, VALUES AND GOALS

VALUES

GOALS Awareness and Education of Men’s health issues.

Living with and beyond male cancers.

Staying mentally healthy, living with and beyond mental illness

Men’s health research

CAMPAIGN STRATEGIES Word of mouth.

The Mo.

Business Affiliations. (Friends of Movember)

Social Networking.

WORD OF MOUTH Mo Bros individually act a ‘Walking, talking billboard’.

Catalyst for conversation.

Breaks down the stigma associated with men’s health.

Creative campaigns.

FRIENDS OF MOVEMBER

SOCIAL NETWORKING

MOVEMBER APP 2013 saw the redesign and improvement of the Gen Mo app.

Allows the Mo community to track their Movember journey and share via social media.

Share men’s health tips with others.

LINEAR MODEL OF COMMUNICATION Schramm (1955)

Shannon & Weaver (1962)

MULTI-STEP FLOW THEORY Lazarsfeld (1944)

OPINION LEADERS

REBRANDING

MEASURING SUCCESS

AWARENESS AND EDUCATION One conversation in 2003 has expanded massively, with 2.72 billion

conversations online and face to face at the end of 2012.

Does Movember actually work? Is all the talk actually making a difference?

Mo Bros make the campaign their own and spread the core health messages of Movember in a more meaningful and influential way.

LIVING WITH AND BEYOND MALE CANCERS Key indicators impacting men with prostate cancer, their partner, carer and

family include:

1. Movember invests in many programs in the countries it serves. ASAP and PCN.

2. In Australia, Movember funded the placement of 13 Prostate Cancer Specialist Nurses through funds raised.

3. In the United Kingdom, Movember has invested in establishing a network of organisations to develop better ways of supporting men with prostate cancer.

STAYING MENTALLY HEALTHY, LIVING WITH AND BEYOND MENTAL ILLNESS Has been a Movember funded programme since 2006.

Caring Campus, Kids Help Phone.

2013 saw Movember expand it’s definition of mental illness.

MEN’S HEALTH RESEARCH Will fund innovative research to build powerful collaborative teams.

Leads to improved clinical tests and treatments for male cancers.

Improved physical and mental health outcomes for men.

CONCLUSION Driven by the individuals of the Mo community through a purely word-of-

mouth campaign.

Has sustained growth over the last decade, and is sure to continue this trend into the foreseeable future.

Is slowly but surely endeavouring to ‘Making an everlasting impact on men’s health’.