Dark nights and wet British weather can make November a gloomy affair – but spare a thought for razor manufacturers, who tend to take a bit of a battering due to the popularity of Movember. The fact that the moustache-growing campaign is able to put a dampener on the profits of some of the world’s leading consumer goods companies is a testament to its enormous growth since 2003.
Buoyed on by the success of the campaign, the organisers behind Movember have decided to launch the Move initiative, which seeks to get Movember participants doing some physical exercise each day for the duration of the month. The initiative reflects the charity’s recent decision to campaign about a broader range of male health issues than purely prostate cancer, and focuses on how exercise can reduce the impact of a wide variety of medical conditions.
However, whether the charity will be successful in its attempts to engage with its audience on wider issues remains to be seen. The health and wellbeing space is an extremely crowded one, and past attempts to follow up on the success of campaigns, like the Ice Bucket Challenge’s successor Twizzler Challenge have not been met with similar enthusiasm.
A significant part of Movember and the Ice Bucket Challenge’s success lies in the amount of earned media they generated through social platforms. In order to be successful, Move must ensure that it allows those taking part to not only engage with the campaign, but also one another.