What is it?
Movember, the month-long campaign that sees men grow moustaches to raise awareness and funds for men’s health, has launched a campaign to celebrate its Mo Bro Heroes.
Members of the public who are supporting the cause and growing moustaches will feature on 30 digital screens throughout the London Underground.
How does it work?
Information will be taken from the Movember website and will celebrate the Mo Bros’ moustaches and their current fundraising efforts. Those who want to see themselves on the big screens are also being encouraged to email their details to email@example.com.
Who’s behind it?
Movember is working with CBS Outdoor UK, Liveposter and Posterscope to create the digital campaign.
Why is the charity doing it?
Sarah Coghlan, UK country director at Movember, said: "This year's outdoor advertising activity has helped Movember to reach more people across the UK in innovative ways to spark conversations about men's health."
Third Sector verdict:
This is a great way of spreading awareness of the campaign and encouraging talkability. Having the chance to feature their moustaches on the screens will appeal to many of the Mo Bros taking part and will encourage participation.