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
What Praava should learn
Find an original South Asian visible behaviour or object that lets the participant become media.
What Praava will not copy
Do not copy the moustache. Copy only the principle of visible participation.