Movember has become synonymous with mustaches in November, but once the calendar flips, the conversation around men’s health too often fades. We saw an opportunity to change that.
Our idea was rooted in a simple truth: when people see a mustache, they instantly think of Movember. But why limit that cultural association to just one month? By bringing the mustache into everyday life during Men’s Health Month in June, we could spark unexpected reminders to check in on both physical and mental well-being.
The goal was not to shout louder, but to insert a playful, thought-provoking nudge into daily routines. That’s how Always in Style was born. We placed mustache decals on mirrors across NYC in gyms, barbershops, coffee shops, and coworking spaces, places where men already pause for a moment of reflection. Suddenly, a glance in the mirror became a spark: an unexpected mustache, a laugh, and a reminder that men’s health never goes out of style (scroll down to see examples).
Crucially, a QR code next to the decals connected the moment directly to action, linking to Movember’s health resources. Our goals were threefold:
Extend Movember’s impact beyond November.
Keep men’s health top of mind in everyday environments.
Drive tangible engagement with resources that encourage conversations and check-ins.
Bringing Always in Style to life meant turning a playful idea into a citywide activation with real impact. We installed mustache decals on mirrors across New York City during Men’s Health Month so that every glance in the mirror became an unexpected reminder of Movember. The execution, however, required persistence and problem-solving.
Our first challenge was access. To get decals into public restrooms and shared spaces, we had to win over business owners. That meant reaching out to more than 200 gyms, barbershops, coffee shops, and coworking spaces to explain the purpose behind the campaign. Each “yes” felt like a small victory, and in the end we secured more than 100 placements that collectively made the activation feel unavoidable across the city.
Placement presented another hurdle. For the mustache to land on someone’s face, the decals had to be installed at just the right height. After running the math, testing averages, and experimenting with mirror placements, we found the sweet spot that worked for the widest range of people. It was a small but crucial detail that turned a fun idea into a seamless experience.
To maximize impact, we rolled out all the decals within just a few days, flooding the city with mustaches seemingly overnight. Each mirror carried a QR code linking directly to Movember’s health resources, ensuring the moment of surprise could quickly translate into action.
What set this work apart was its approach. Instead of buying attention with a big media spend, we earned it in a grassroots way by inserting the message into a personal, everyday ritual. The mirror became our medium, and the mustache became a spark: for laughter, conversation, and action around men’s health.
Always in Style proved that sometimes the simplest ideas, when executed with persistence and detail, can leave the biggest impression.
Our objectives were to extend Movember’s impact beyond November, keep men’s health visible in everyday spaces, and drive engagement with actionable resources.
The campaign delivered on all three:
We consider Always in Style a success because it achieved exactly what we set out to do. It extended Movember’s presence beyond its core month, created organic reminders in daily life, and turned a playful idea into real action for men’s health.
