“Movember” is a nonprofit project in which guys grow moustaches (known as “mos”) throughout November to raise money and awareness to benefit men’s health.
When it began in 2003, Movember focused on prostate cancer, but participants and advocates have raised more than $526 million toward diabetes, testicular cancer, prostate cancer and mental health initiatives.
The project is active in 21 countries, and more than 5 million people—including women, medical researchers, athletes and celebrities—have gotten involved. Justin Coghlan, one of Movember’s four founders, said the project has stood out from other nonprofits’ efforts.
“We weren’t charity boys,” Coghlan says. “The four of us were surfers, skaters, entrepreneurs—we were kind of, almost the very non-charity guys.”
So, how did a group of guys with a passion for moustaches create a movement that’s changing the face of men’s health?
Here are four insights:
1. Focus on your audience.
Movember might take over social media conversation—and raise money doing it—but as with other nonprofit initiatives, it’s the people that matter.