The Movember Foundation fights to stop men dying young by asking men around the world to grow moustaches and collect donations for causes such as testicular cancer, mental health and suicide prevention.

 
 
 
 

Challenge

Staying relevant to their audience and attracting new men to participate, required the brand to innovate in an ultra-competitive charity sector. The organisation also needed to overcome hurdles such as the decline in cash donations, charity-fatigue and individuals’ embarrassment about asking for donations.

Approach

We took the latest near-field communication (NFC) contactless technology and embedded it in wearable badges — a fundraising first — and delivered it to the UK, USA, Canada and Australia.

No more sign-up sheets, no more sharing links, no more chasing people for money, no more “I don’t have any cash”. Instead, a visible, branded talking point — with the added benefit of allowing donors to easily donate by placing their smartphone near to the badge.

A video produced by Bond & Coyne, showcasing the badges was picked up by the charity media and shared through social channels. Importantly, the badges heightened the momentum of the campaign as it launched around the world.

 
 
 
 

“”

Movember started as a simple way to raise money and awareness for a good cause, something that anyone can take part in — the contactless badge is the next step. So many of our incredible supporters take part in amazing challenges, and our no-fuss badges take donating to a whole new level, allowing our fundraisers to wear the badge with pride.

Owen Sharp, CEO at the Movember Foundation

 
 

 
 

View more work:   Design  |  Strategy  |  Campaign



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