The challenge
Men’s health needed a behaviour visible enough to create conversation in everyday life.
The human insight
When participation changes the participant’s appearance, every participant becomes a distribution channel.
How the mechanic worked
Growing a moustache became a recognisable signal linked to fundraising and men’s health conversation.
How people participated
People grow, fundraise, host events, donate and invite others into the movement.
See the original campaign
Strategic takeaway
A visible behaviour gives people a simple way to participate and naturally starts conversations.
How this can translate for Praava
Praava can develop a locally meaningful participation cue that people can wear, share or use without needing a complicated explanation.