Much to the chagrin of our partners and wives the men of Who & Why have taken on the Movember challenge. Movember is a wonderful story and a successful case study that we can all learn from. The concept is genius, embodying the antidote to the problem it seeks to address.
PROBLEM: Men don't talk about their health or take action when early symptoms arise.
INSIGHT: Men connect through shared activities and talk about awkward topics by 'taking the piss' and having a laugh
SOLUTION: create a month-long experience that men can participate in, which involves laughter and competition. The humour associated with moustaches in our culture means that each and every participant walks around for an entire month inviting conversation about the Movember cause.