Movember: how pubs can get behind the charity drive
What does November mean to your team? Lower footfall as customers save up for December; intense fixation on Christmas bookings; dismal weather only slightly brightened by bonfires?
Increasingly, the movement that has reclaimed the month as Movember is offering opportunities to lighten the atmosphere by attracting a growing crowd of hairyfaced regulars surrounded by supporters, all happy to spend more time and money than usual in your venue.
Make the most of Movember
The Movember Foundation is a leading global organisation committed to changing the face of men’s health. Since 2003, the Movember community is said to have raised £343m, funding more than 800 health programmes in 21 countries, from Singapore to the UK, in a campaign dedicated to saving and improving the lives of men affected by prostate or testicular cancer and mental health issues — by encouraging men to grow a marvellous moustache, or Mo.
Each man involved, known as a Mo Bro, is challenged to grow a moustache throughout Movember to spark conversation and raise vital funds for the foundation’s men’s health programmes. Four million moustaches are said to have been grown worldwide since the charity was established 11 years ago in a pub in Melbourne, Australia. “We won’t stop growing as long as serious men’s health issues exist” is the charity’s view.
Women play a key part in the event: Mo Sistas “do everything Mo Bros do, without a Mo”. In October, Mo Bros and Sistas sign up here; on 1 Movember, the clean-shaven men’s Mo-growing journeys start, motivated by publicity and events.
“For the entire hairy month, these selfless and generous Mo Bros effectively become walking, talking bill-boards, supported by their Mo Sistas,” says the charity. Through their growing efforts, they raise awareness and raise funds: men ‘donate’ their clean-shaven face, and much like taking part in a charity run or walk, ask family and friends to sponsor them in their Mo-growing efforts.
Throughout the month, and especially at the end, many Mo Bros and Mo Sistas celebrate their Movember journey and achievements by dressing in a style inspired by the event and gathering at a supportive pub.
Some participants — especially rural dwellers — won’t be able to travel to attend the foundation’s special Gala Partés in cities around the world. So why not consider using the opportunity to go local with your favourite Mo Bros and Sistas?
On the move
This year’s theme adopted by the Movember Foundation is MOVE: a call to action that helps participants get healthier while raising funds for its programmes.
So if you’re thinking of involving your pub, try adopting this theme. Spread the word by prompting your local Mo-growers,including your team, to sign up and commit to anything that gets them moving more than usual this Movember, such as walking or cycling to work, running 10km, swimming or taking up yoga.
As long as those Mos are moving, they’re headed in the right direction by becoming positive role models, taking steps towards improving their own and others’ health — while boosting your pub by celebrating their success with you. Setting achievable targets is key to keeping motivation buoyant, so encourage Mo Bros to be ambitious yet realistic.
Grow your busines
Getting involved in what has become a massively successful Mo-inspired global movement is win-win: local, national and international awareness of the charity, including widespread media coverage, gets people talking; staff and locals – and possibly your suppliers, too – will feel satisfied and motivated by their individual and collective efforts; their family and friends contribute by donating funds, attending your events, posting photos on social media, dressing up and celebrating the splendid Mos at the end of November.
Stronger loyalty and that invaluable feel-good factor, prompted by raising funds to promote awareness of serious, little-publicised threats to men’s health, and the associations with positive role-models, can only help to put your pub on the map.
Having become so firmly established in the social calendar of many Mo Bros and Sistas, their families and friends, this increasingly popular month-long event has excellent potential to grow your business and profile at an otherwise dull time of year, with plenty of potential for repeat trade.
“While significant steps have been taken toward achieving our vision of an everlasting impact on the face of men’s health, there is still much to be done,” says the charity. Most male staff and customers could help by growing a Mo – and most women involved in your business could support at least one Bro. It’s time to get Mo-ving.
Mo media
Shepherd Neame’s best-selling cask-conditioned ale, Spitfire Premium Kentish Ale, is entering its fourth consecutive year of Movember partnership, having raised more than £150,000.
Look out for a limited- edition Spitfire Ale Movember bottle featuring a ginger moustache throughout the month formerly known as November. Alongside encouraging customers to grow their own Mo, Shepherd Neame will run Facebook and Twitter competitions offering the chance to win a flight alongside a Spitfire, or a year’s supply of Spitfire Ale.
Business benefits:
- Philanthropy: shows local, national and international support for men’s health
- Promotion: raises awareness and funding for a unique charity
- Authenticity: showcases your pub as one that is approachable, welcoming and true to its values
- Communication: activities bring customer and pub together
- Fun: having a good time and making each other laugh is vital to employees’ effective performance
Ten top tips to get those Mos growing
- Sign up for information and ideas at http://uk.movember.com; follow the foundation on Facebook: https://www.facebook. com/MovemberUK; Twitter: https://twitter.com/MovemberUK
- Decide how you want to support Movember, emphasising this year’s MOVE theme, and agree a realistic budget Engage staff and regulars fully, discussing ideas and agreeing events, remembering to promote support among women, known as Mo Sistas
- Consider involving a local celebrity to help raise your Movember pro ile Remember that every Mo Bro must start clean-shaven Keep your Movember message and events simple and e fective, valuing every contribution
- Include inexpensive, fun gimmicks, such as fake moustaches and glasses for all Mo supporters
- Update your website and social media regularly and at the end of Movember with photos, comments and fundraising progress, encouraging participants and their contacts to contribute
- Contact local press to publicise progress, including high-resolution images
- Record feedback and file photos for next Movember to help you build future success ~ and profile
Castle Rock Brewery, Nottingham
Last year, Castle Rock’s Movember participants raised more than £1,900. This year’s target is £3,000.
Castle Rock Brewery sales & marketing executive Liv Auckland says: “The social and fun aspects of being a Mo Bro or Mo Sista are fantastic: colleagues and friends are brought together simply by the sprouting of a comical moustache.
It gives everyone a chance to laugh and contribute, while the charity aspect gives staff a sense of worth that is vital to e fective work performance. Grow a Mo!”
Group effort:
A collective of Mo Bros involved with six Castle Rock pubs will sprout and sport moustaches throughout Movember. Pub staff are in constant contact with the public, so the growth of a Mo becomes a talking point at these pubs and beyond as awareness is raised and donations made.
Funds from beer and food: each Movember, Castle Rock brews charity beer Walrus, which is returning by popular demand this year. Walrus goes out to pubs in Nottingham and beyond; the charity receives 20p from every pint sold, plus a further 50p from dishes cooked with the Walrus brew.
Shave-offs:
Castle Rock pubs use Movember and the shave-offs as opportunities to celebrate and tie in with other events, such as live music. Nottingham’s Bread & Bitter (the pub’s three-day birthday celebration from 2 December to 4 December) includes Movember’s shave-off — a party night with double loyalty stickers on selected products, live music and a meet-thebrewer event.
Highlight:
Totting up Movember’s fundraising total for Castle Rock to donate on behalf of participants.
Advice to new Mo Bros:
It will be itchy, but you’ll look dapper! Log on to Castle Brewery's website to see more about Castle Rock’s events
