Movember celebrates moustaches of all shapes and sizes in ‘Whatever you grow will save a bro’ campaign

Men’s health charity, Movember, has launched its 2019 campaign for its annual month of moustache-growing.

This year, the campaign’s tagline is ‘Whatever you grow will save a bro’, acknowledging the variety of shapes and styles of moustache that are grown during Movember.

UK-based creative agency, MATTA, was behind the campaign. The ad was voiced by comedian Dave Lawson, and features testicular cancer survivor Harvee Pene, prostate cancer survivor Charlie Jia and mental health advocate Nathan Appo.

Jia noted the inclusiveness of the campaign.

“It’s amazing to see so many different faces from all over the world featured in the Movember campaign this year,” Jia said.

“As well as being a lot of fun to shoot and highlighting that anyone can grow a Mo, ‘Whatever you grow will save a bro’ has put Indigenous men’s health front and centre. It also shows that background, colour and beliefs don’t matter, because prostate cancer, testicular cancer and mental health issues won’t discriminate.”

A second video released shows Pene recount his story with testicular cancer to his barber.

Movember’s chief marketing officer, Juliette Smith, said: “‘Whatever you grow will save a bro’ arose from the insight that some men want to support the charity, but feel embarrassed by their facial hair, or its perceived inadequacy. It also nods to the fact that the landscape of male grooming has changed, where the ask for many is no longer ‘grow a moustache’ but increasingly more often ‘shave your beard’, adding another layer of vulnerability for the grower.

“The campaign aims to dispel these anxieties, demonstrating the ultimate importance of Movember; that the wider awareness of our charity and its causes; prostate cancer, testicular cancer and mental health, can change lives for better.”

MATTA’s design and production director, Tom Allwood, said: “Movember is so important in raising often un-talked about issues among men. We found a way of bringing people together from all backgrounds, showing that we’re all unique, but focusing throughout on the integral message of the movement.”

The static execution of Movember’s 2019 campaign

The ‘Whatever you grow will save a bro’ will debut in October and run throughout November. It will be executed across global social media, commercial radio and TV.

In May, Movember revealed a mural of Hamish Blake and Andy Lee in recognition of May 8. The May Eight campaign encourages Australians to check in on the mental health of their mates.


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