“NO MO FOMO” • MOVEMBER

For Movember 2024, we set out to eliminate "No Mo FOMO", raising awareness for the charity’s annual mo-growing challenge by celebrating the lifesaving power of all mos—from patchy beginnings to glorious, bushy ’taches.

A departure from Movember’s usual style, the idea stemmed from research showing that more than one in three Brits saw their inability to grow a moustache as the biggest barrier to fundraising.

To break down this barrier, we appointed a diverse cast of celebrities at all stages of mo-growing ability, including Mental Health Ambassador Dr. Alex George, Sunday Brunch star Simon Rimmer, Olympic gymnast Max Whitlock, and ex-England rugby player Ugo Monye. We then art-directed a creative photoshoot to launch the annual campaign, ultimately boosting charity donations by 8% year on year.

The campaign also delivered 2.4m of lifetime views, and 411 earned media engagements, as well as primetime interview slots including The Chris Moyles Show on Radio X for Simon Rimmer, which also ran a follow up Movember Music Hour on the 1st November, and Kola Bokinni joining Capital XTRA Breakfast with Robert Bruce and Shayna Marie. We also focused on titles core to the Movember audience, such as TalkSport which interviewed Ugo Monye on his involvement, as well as channels previously off limits, such as Gaydio, who chatted with Joe, opening up the conversation to the LGBTQ+ audience.