Shit Mo's Save Lives

Growing a new generation of fundraisers.

problem

Movember began when moustaches were seen as outdated and embarrassing, making them the perfect tool for fundraising. But in recent years, moustaches have become fashionable again. For Gen Z, a bad moustache now risks looking like a failed fashion statement rather than a proud act of fundraising. This shift threatened Movember’s core mechanic: using humour and mild humiliation to drive donations.

solution

We needed to reframe the ‘bad’ moustache as a badge of honour. Enter “Shit Mo’s Save Lives,” an original song launched on streaming platforms and social media, which tured hundreds of user-generated posts into a mini recruitment ads and reigniting Movember’s irreverent fundraising spirit with a new generation.

F I L M C L I P

The song was uploaded to all streaming services [CLICK HERE] to listen in full.

C A S E S T U D Y

U K F L A S H M O B

year

2024

agency

Movember Creative Studio

team

Creative Direction / Music Production / Lyrics: Josh Mann Director: Stephen Packer Production company: Recliner