Whatever You Grow Will Save A Bro: Movember launches new campaign via UK agency MATTA

Leading global men’s health charity Movember has launched its 2019 campaign, ‘Whatever You Grow Will Save A Bro’ to encourage all men to help raise awareness and funds whoever they are, and no matter the type or size of moustache they can achieve.

This year’s campaign, from UK-based creative agency MATTA, features everyday Aussie ‘Mo Bros’ including testicular cancer survivor Harvee Pene, prostate cancer survivor Charlie Jia and mental health advocate Nathan Appo, and includes a new TV advert voiced by comedian and TV personality Dave Lawson. Watch the ad here.

59-year-old Queenslander Charlie Jia said he was honoured to be chosen to represent the moustache as one of the Aussie ‘faces of Movember’ in 2019. Jia has been sprouting a Mo for over a decade, and is this year hoping to bring his fundraising total to more than $10,000.

Says Jia: “It’s amazing to see so many different faces from all over the world featured in the Movember campaign this year. As well as being a lot of fun to shoot and highlighting that anyone can grow a Mo, ‘Whatever You Grow Will Save a Bro’ has put Indigenous men’s health front and centre. It also shows that background, colour and beliefs don’t matter, because prostate cancer, testicular cancer and mental health issues won’t discriminate.”

Says Juliette Smith, chief marketing officer, Movember: “Whatever You Grow Will Save A Bro’ arose from the insight that some men want to support the charity but feel embarrassed by their facial hair, or its perceived inadequacy. It also nods to the fact that the landscape of male grooming has changed, where the ask for many is no longer ‘grow a moustache’ but increasingly more often ‘shave your beard’, adding another layer of vulnerability for the grower.

“The campaign aims to dispel these anxieties, demonstrating the ultimate importance of Movember; that the wider awareness of our charity and its causes; prostate cancer, testicular cancer and mental health, can change lives for better.”

Says Tom Allwood, design and production director, MATTA: “Movember is so important in raising often un-talked about issues among men. We found a way of bringing people together from all backgrounds, showing that we’re all unique, but focusing throughout on the integral message of the movement.”

‘Whatever You Grow Will Save A Bro’ debuts this October on Movember’s global reaching social network and commercial radio and TV networks nationally.

The charity’s vision is to have an everlasting impact on the face of men’s health. To donate or learn more, please visit Movember.com.