"THE MO MAKES THE MAN"
THE INSIGHT: Movember was sparked in 2003 over a few beers in Melbourne, Australia. No surprise there... when men have tough conversations they do it over a beer. Having a beer allows men to share an emotion, whether serious, sensitive or uncomfortable, while still staying manly. These things are called "manversations." And after a month-long of pink and lady parts, we figured men should have a manly beer to help them get word out about their cause. Only one beer seemed to make sense: ours. The one that is just as huge for men as Movember: the Foster's Oil Can.
THE PLAN: Seeing that both Movember and Foster's are Australian, masculine and social, we decided to jump on and steer this November upper-lip-hair-growing train and donate money towards Movember for every Foster's beer purchased.
SOCIAL MEDIA: Facebook gallery of Foster's-inspired mustache styles encouraged men to name the mo they were going to grow and tag themselves in the gallery.
BANNER AD: Drove people to join and/or donate on the Foster's Movember Team.
MO ENCOURAGEMENT: On-premise bar kits included posters, calendars and giveaway mustache bar openers to help bars become "official" Movember hangouts. Through social channels and the Movember website, Foster's and Mo-Growers reached out to their networks to raise more money and help change the face of men's health.
