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The Movember foundation

Movember Canada


Challenge

Launch Movember in Canada, raising brand awareness through grassroots, social and traditional media relations, to get men grow­ing moustaches and get people talking about, and raising research funds for, prostate cancer.

Strategy   

Annually from 2007 through 2011, smak developed new and innovative strategies to help ensure the growth of Movember, including messaging that was relevant for the target audience, and working with Mo spokespeople across the country.

smak employed experiential/guerilla tactics across Canada, while at the same time conducting social and media relations for the charitable brand. smak also planned and executed the November Gala Partés in key Canadian cities to celebrate the hard work of every Mo Bro and Mo Sista across the country.

Results 

smak’s initiatives helped make Movember a household name in Canada. In its inaugural year, Movember was an unknown brand and 4,400 Canadians participated through the month.

In 2011, smak garnered almost 10,000 media hits worth more than $37 million in PR value. More importantly, 244,000 partici­pants raised over $42 million for Prostate Cancer Canada. These results ranked Canada no. 1 in all categories across the world.

 

 
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