Mustaches have become increasingly accepted in mainstream pop culture. The return to prominence of the unusual form of facial hair can be attributed to a variety of sources – one being the extremely popular Movember fundraiser.
The annual campaign for Movember started off in 2003 with only 30 members, but has grown to over 1.1 million registered “Mo Bros” and “Mo Sistas” across the globe as of 2012. One of the most unique characteristics of Movember is that the campaign relies heavily on word of mouth. The original idea behind growing a mustache was that the striking visual of a mustache would act as a conversation starter, at which point the Mo Bro would have to explain his motivation for growing out his facial hair.
A string of celebrities, such as Nick Offerman aka “Ron Swanson.” have initiated mustache-related discussions. Nick Offerman even acted in a Movember 2012 campaign, further tying the Movember brand to mainstream bearding.
The Movember campaign has gotten a lot of traction on social media in recent years too. The Facebook pages have 43k, 52k, and 72k fans for Canada, USA, and UK respectively, and the Twitter page has 41k followers. Beyond the official pages for the campaign, the boom in social media has allowed ‘Mo Bros’ and ‘Mo Sistas’ to accelerate the amplification of their word of mouth and drive impressions and donations more effectively.
The 2013 Movember campaign is soon approaching and the bold theme they’ve chosen to go with this year is Generation Mo. From the Mo Space cornerstones to the crowdsourced Moscars film awards to constantly evolving hashtags, social media will undoubtedly play an integral role in this year’s campaign.