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movember

Generation Moustache marches into town for 2013

With just over one month to Mo, Movember is back in 2013 with a new
campaign creative. Introducing the concept of Generation Moustache, or Gen Mo, the creative is
designed to rally the Movember troops and encourage Mo Bros and Mo Sistas to unite and fight the
good fight for men’s health by growing, or supporting the growth of a moustache.
The agency behind the creative is Melbourne based, Urchin Associates, who is responsible year for
creation of a new creative theme each year.
Urchin’s Travis Garone comments, “The Movember movement stands for change and the idea behind
Generation Moustache is to capture the spirit and commitment the Movember community has to changing
the face of men’s health. This year, we are asking people to crank up the volume, make some noise
and fly the flag for men’s health by fighting the good fight. I like to think of Gen Mo as positive
revolutionaries.”
Iconology features heavily across all campaign elements; with a snake and wolf being the most
prominent. Garone says, “The double-­‐headed snake is a graphic representation of a moustache. It
is also a symbol of revolution, knowledge, medicine, life and unity and, it’s our belief, that Gen
Mo is the sum of all theses things. The wolf features as the symbol of Generation Moustache and, as
the mark of a warrior, we believe it also had qualities held true by Gen Mo.”
The new campaign creative will be rolled out across movember.com and multiple communication
channels, including billboards, street posters, social and traditional media. Movember doesn’t have
an advertising budget and so relies on distressed and donated space to run Movember advertising.
This is then supported by an aggressive PR campaign that is run from in-­‐house.
The idea for Movember was conceived in Melbourne back in 2003, when 30 moustaches were grown. Last
year, over one million moustaches were grown across the world. Today, Movember runs official
campaigns in 21 countries and, to date, has raised over $440 million for men’s health.

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