CASE STUDY: TBWA's 'Movember’ receives support from netizens worldwide

Background

TBWA Singapore has created a CSR movement titled ‘Movember’ to support SingHealth Prostate Cancer Research Fund.

Aim

The project encourages men all over the world to grow a moustache in support of men’s health issues this November.

Execution

TBWA launched a microsite Mosmakeadifference.com on 1 November to start an awareness campaign and raise money around the world. 

Themed ‘Moustaches make a difference’, people can upload pictures of themselves with a moustache or virtually create one. The employees at TBWA worldwide also showcased their faces to set as role models.

Staff at TBWA took it upon themselves to wear fake moustaches on the street to spread the word.

Result

From the initial period 10 October to 10 November, the ‘Moustaches make a difference’ website attracted 17,774 visits.

On Facebook, the campaign received 1,629 ‘likes’ as of 11 November. The page has 796 fans still today.

Facebook shows the highest number of referrals to the campaign website (2,565). USA Today rank second with 1,257.

More than 231,000 blogs included the animated ad this week: