Movember: More Mo Sistas

Case Solution

Michele Parkin, Paul Bigus, Shreya Tekriwal
Ivey Publishing ()

In November of each year, many men in Canada and around the world participated in Movember by growing mustaches and collecting pledges. As a non-profit organization, Movember Canada made efforts to raise money and awareness about men’s health, especially prostate cancer. The Community Development Manager for Movember Canada was faced with an interesting challenge. Engaging more women was a significant way to make a big difference in fundraising, but it was also an important opportunity to change attitudes towards men’s health. However, many women’s health organizations were already well established and managed to enlist the support of women’s demographics each year. The manager needed to find out how the organization could attract more women and involve them in fighting a health problem that was not theirs. Movember Canada’s efficient and simple campaign, which was based on an efficient team and low administrative costs, made things even more difficult.

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