How #charities & #socialenterprises can create great #socialmedia content (30 pages)
movember’s mo spaces • great content
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How #charities & #socialenterprises can create great #socialmedia content
Movember’s Mo Spaces
n November 2012, 1.1 million people in 21 different countries took part in Movember and
raised $147 million USD for men’s health causes. Since its launch in 2003, Movember has
successfully built a movement, one that raises money, inspires action and has fun along the
way. Movember is ranked in the top 100 best NGOs in the world by the Global Journal.
From mid-September each year, men and women (known
as Mo Bros and Mo Sistas) sign up on Movember.com
to start their moustache-growing (or in the case of Mo
Sistas, moustache-supporting) efforts on 1 November.
Throughout the month of November the Mo (Australian
slang for moustache) is ubiquitous in major cities around
the world, and the men growing them become walking,
talking billboards raising money and awareness about
the critical issue of men’s health.
Movember began as an idea brewed by some friends in
an Australian pub, who thought it would be fun to bring
back the outdated fashion trend of the moustache. It
started in 2003 with no link to charity, but in 2004, four
of the original members came together to make their
Mo-growing an annual, official charitable endeavour by
adding an important cause – prostate cancer.
The topic of prostate cancer and other men’s health issues
are not particularly easy to talk about. Conversations
about prostate cancer are often difficult, serious, or
upsetting – whereas the choice to use the moustache as
a focal point for this campaign is really quite humorous.
Adam Garone, Movember’s CEO and one of the original
Co-Founders, notes that “Movember has never, and
will never, use negative or scare tactics as part of our
marketing or fundraising approach. Both online and
offline, we want to inspire people to take action and be a
positive force in the fight for men’s health.”
Movember has managed to maintain the delicate balance
between the serious and the funny by creating social media
content around the inherently entertaining moustache,
such as the ‘Moustache Hall of Fame’ photo gallery, videos,
and research information about men’s health. Both types of
content effectively promote their cause and provide them
with a host of user-generated content, complementing the
fun of taking part in Movember with the important impact
that participating makes.
Spreading the Word
Much of Movember’s content strategy hinges on a sense
of community among its supporters and participants.
When men and women register on Movember.com, they
obtain a Mo Space page (also known as a fundraising
page), where participants can go head-to-head in
their fundraising efforts. They challenge each other
on leadership boards, earn badges and create teams
with their fellow Mo Bros and Mo Sistas. Mo Space
pages feature a photograph of the participant as well
as the amount of money he or she has raised. Through
Movember.com and across their entire social media
landscape, Movember creates a close network of people
who are joined together in the same movement.
Through a multi-layered social media approach – which
focuses on Facebook, Twitter, Instagram, and LinkedIn
– Adam and his crew encourage participants to share
their efforts and engage in the movement. Participants
are asked to submit pictures of themselves (and their
Mos) to Movember.com and then asked to share their