Movember engages Posterscope for OOH campaign championing 'Mo Bros' efforts

Mo Bros can feature on the big screen on the London Underground

Movember, the month-long campaign that sees men grow moustaches to raise awareness and funds for men’s health, has unveiled ‘Mo Bro Heroes’ featuring across 30 digital screens throughout the London Underground.

Using the Liveposter platform, Mo Bro Heroes celebrates some of the best Mo Bros from across the UK. Information will be taken from the Movember homepage celebrating Mo Bros’ moustaches and their current fundraising efforts. Those keen to see themselves on the big screen can email directly to underground@movember.com with their details.

Working with CBS Outdoor UK and Liveposter, Movember and Posterscope have created the digital campaign to further recognise the Mo Bros and Mo Sistas who are fighting the good fight as well as acting as a rallying cry for the public to support the campaign.

UK country director at Movember Sarah Coghlan commented: “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. Posterscope has brought passion and enthusiasm to the brief not only by taking the campaign to the streets but also by showing strong support as a community and growing Mo's to support the cause.”

John Owens, client director at Posterscope, said: “This is a fantastic collaboration of multiple media owners in markets across the globe to support the men’s health charity and raise awareness through a tease and reveal mechanic, further enhanced by tactical experiential activity to surprise and engage the consumer.”

The entire project was made possible by the generosity and assistance of all the media owners involved.

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian