Movember campaign focuses on innovation to keep movement growing

There still may be a few days before the month that many wives and girlfriends dread, but this is the time of year when Movember organizers kick into high gear.

The campaign has risen in popularity in recent years, which raises money and awareness for prostate cancer research, as men grow moustaches for the cause and this year’s theme is Made In Movember.

This is a full-year job for Movember Canada Country Director Pete Bombaci, who says October is critical ahead of the November 1 start date.

He said there is always the task of making sure people are engaged, which means covering everything from marketing, communication and more.

“It is a challenge every year, is to always try and be innovative and that’s a pillar of Movember,” he said, adding they have to look at every component of the campaign.

“Whether it’s the visuals, whether it’s our mobile app, whether it’s the website, the simplicity of execution, easier way to fundraise off the website platform,” he said. “All the different ways that we can impact people, tools, stickers, signage things that will get people engage and truly have the fun that is at the core of what Movember is all about.”

Incentives are also part of the package, where those who register before October 31st are eligible for prizes including a Harley-Davidson motorcycle and a trip to the NHL Winter Classic.

Almost $34 million was raised last year from approximately 173,000 ‘Mo Bros and Mo Sisters’ IN 2013, Bombaci said another focus is not actually setting a fundraising goal and concentrating on the message.

“This year our goal is to get more men to talk about their health, we really don’t think about the numbers and if we’re doing our job well, we’re going to get more men talking about their health over the course of 30 days, getting maybe more proactive about their health,” he said.

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