The main objective of the Movember campaign is to improve the state of men's health.  This is achieved primarily by raising the community's awareness of health issues affecting men, specifically prostate cancer, thereby encouraging earlier detection, intervention and more effective treatment of the disease.

Ultimately this investment is about reducing the number of preventable deaths from prostate cancer.

Listed below are the awareness outcomes generated by the 2007 Movember campaign.

Word of Mouth
Each of the 2,396 Canadian Mo Bros participating in Movember was a walking billboard promoting men's health. The growth of a new moustache compels each Mo Bro to explain their new look and why they are doing it to at least two people per day during the month of Movember. On average, each Mo Bro also sent an email containing key health messages to 12 people asking for sponsorship. This means that 173,000 people received the Movember and men's health message directly from a participant which ultimately results in feedback like:

"I was growin a Mo and through Movember my father became aware of the need to be regularly tested for prostate cancer. He had the test, had prostate cancer, had the surgery and is recovering nicely. Funny what a moustache can do!" Stephan via email

Media Coverage
The 2007 Canadian campaign garnered over 42,063,139 media impressions and received fantastic coverage in national and local broadcast, print, online and radio outlets including the Toronto Star, "Vancouver 24 Hours", "CBC Vancouver", "CBC 2", Halifax Radio, Edmonton "CityTV", "Urban Rush", "Breakfast Television Toronto", AOL.ca and Macleans.ca.  

Events
The aim of the parties held at the end of Movember is to celebrate the journey each Mo Bro and Mo Sista has been on. It's also another opportunity for Movember to subtly spread the core men's health messaging to attendees.

In 2007, there were three Movember Gala Partés in Toronto, Vancouver and Edmonton. Over 1,100 Mo Bros and Mo Sistas across Canada celebrated their Movember journey at one of these events.

As not everyone is able to attend a Gala Parté event, nine Mo Town parties were created by supporters across the country in cities such as Calgary, Victoria, Jasper, Sylvan and Lake Banff.

Movember is also the perfect way to bring some philanthropic fun to the office. In 2007, 23 Mo Office events were held in Canada. From local restaurants and cafes to Fortune 500 companies and everything in between, employers and employees joined together to support Movember and celebrate their journey.

Website
The Movember website contains key health messaging in a simple and engaging manner. During the 2007 campaign there were 1,043,753 unique visitors to the Movember website with an average visit time of 4 minutes 28 seconds.