Shit Mo's Save Lives

An anthem for the follicularly challenged.

problem

Movember is the world’s largest men’s health charity, best known for its annual moustache-growing challenge. For 20 years, this initiative has funded vital programs and research to support men’s mental health and combat prostate and testicular cancer. However, in recent years, fewer young men have been registering to grow a mo. Research revealed that as big, bushy moustaches have come back into fashion, men with weaker growth—primarily those aged 18 to 30—felt too self-conscious to participate. Movember’s most dedicated supporters often start young and stay engaged as they grow older. To ensure the next generation of mo-growers, it was crucial to reconnect with this audience and give them the confidence to get involved.

solution

We needed to be honest and authentic with Gen Z. Yes, thin moustaches can look funny—maybe even a little embarrassing. But that’s kind of the point of Movember. More importantly, that’s exactly what people donate money to see. And the donations save lives. But that’s a lot to fit onto a billboard or digital banner. We needed a longer-form medium—something that could fully convey this concept while being entertaining enough to hold their attention. What if we packed all of that messaging into a fun, three-minute song, riding the wave of ’80s pop revivalists like The 1975 and Chappell Roan. And we paired it with a music video featuring thin, awkward moustaches on confident, charismatic men—reframing “ugly” or “embarrassing” as “authentic” and “interesting.” Maybe even as a superpower...

We created a song called ‘Shit Mo’s Save Lives’. An ode to our greatest fundraisers.

F I L M C L I P

The song was uploaded to all streaming services [CLICK HERE] and social media platforms. This allowed it to become the connective tissue for any user generated content or social content that wanted to have a laugh over the awkwardness of growing a moustache.

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