Movember. Manliest of all months, this philanthropic sensation has made its mark by having men around the world pledge, for one month, to grow the ultimate icebreaker and conversation starter: a sweet ‘stache. Since its inception in 2003, $178 million in worldwide donations, for the purposes of men’s health, can be attributed to this most glorious strip of hair. In less than ten years, how did it get to this?
How did one charity turn perhaps the definitive symbol of machismo into a highly effective charity badge? What part have brands played in the process, and what can those still watching from the sidelines learn from well-aligned brands? Cause marketing has entered the 21st century, and you better believe it’s sporting a ‘stache.