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Friday, November 02, 2012

Movember at Thinktank: permission, masculinity and brands of course

Movember is surely one of the great campaigns of recent years. It has engaged consumers throughout the country, got them participating (with their face no less) and made great use of social media. It has become a campaign that other brands want to be part of too. Just look at Gillette, HP Sauce and Byron jumping in to lend their support.

For the next month I will look a fool but everyone will know what I'm doing. They'll also know what I'm doing it for. Prostate cancer awareness should be the brief of nightmares for marketers. Getting men to think about their health is hard enough, let alone their intimate health when it doesn't directly affect their sexual prospects.

Movember's success is built on great insights about men. It plays on young men's desire for permission to test conventions but in the safe confines of a herd in much the same way as stag do fancy dress. Competitive facial hair growing plays on man's desire to measure his masculinity and compare it to his friends'. The moustache itself also comes with so many great nostalgic connotations; Magnum PI, Goose and Daley Thompson were 80's alpha male heroes. Finally, the timing is smart, taking one of the grimmest months of the year and turning it into something fun.

This year I am taking part in Movember. If you'd like to sponsor me that would be lovely. http://mobro.co/andycooper5

Andy, day 1 

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