Changing looks at the top to raise awareness about something at the bottom! Such seems to be the strategy of the "mo" campaigners worldwide.
Men will start November clean-shaven and grow a "mo" as a hairy ribbon, raising awareness of men's health and prostate cancer - mo is slang for moustache.
Adam Garone, Executive Director and CEO of the Movemeber Foundation, his brother and a few friends were joking about bringing back '80s fashion.
To justify the mo-vement, they used their new looks to raise awareness and money for prostate cancer research. While no money was raised in the first attempt, they realized that growing a moustache sparked conversations about prostate cancer, a subject most people consider off-limits.
Movember started in Canada in 2007 with more than 7,000 participants. It expanded to 35,158 moustache growers last year and raised nearly $8 million.
This year, the fourth campaign will continue to raise money for the Prostate Cancer Foundation.
"One of the guys in our office just went through prostate cancer, and he always wore a moustache. It just seemed so fitting that we could do this," explained Bryan Lester, Saskatchewan spokesperson for Movember.
Movember is effective because suddenly there is a walking billboard on your face, he said.
"Moustaches are not very common anymore and every time someone sees that moustache they say 'what are you doing?'" Lester explained.
Lester thinks embarrassment and pride prevents men from seeking help.
"We're way behind women as far as seeking health care. We need to be encouraged and this is a fun and effective way we can do that," he said.
Because it isn't an easily talked about subject, people may not be aware that rates of prostate cancer in men are comparable to the rates of breast cancer in women, he said.
Lester said prostate cancer is preventable and, if caught early, the methods of treating it are fairly effective.
"There's that infamous fear of the prostate exam and it's kind of silly. Something so simple can save a life," noted Lester.
People who want to sign up for the campaign and grow a moustache through November can register online (http://ca.movember.com).
To kick off the month in Wales, the University of Wales Institute students and staff will be invited to have a clean shave at the Students' Union bar (Cyncoed) to start of the moustache growing.
The month will culminate in a 'shave off' at the same venue with prizes given out to the best moustaches.
Speaking of the upcoming Movember campaign, UWIC Students' Union Vice President, Nichola James, said: "Movember is an excellent way to raise awareness and money for the Prostate Cancer Charity. It encourages motivation and friendly competition between the students and staff. It is really important that we all link together as a university to show our appreciation and support. 10,000 men die every year from prostate cancer which is one man every hour, so let's get involved and contribute our efforts towards the event."