Movember is literally taking its latest campaign to another level, launching a famous moustache to the edge of the stratosphere with a call-to-action to “do something out of this world.”

This year, as part of the men’s health organization’s awareness, education and donor campaign, Olympian and Amazing Race Canada host, Jon Montgomery, shaved down his moustache as part of a “mission.” The moustache is placed on a plaque, then attached a high-altitude balloon that floats up to the stratosphere before it pops, allowing the moustache plague to float back down to Earth.

Todd Minerson, country director at Movember Canada, tells strategy the idea was to match the energy and creativity of its individual Movember fundraisers.

As Minerson explains, the community is constantly bringing interesting and creative challenges to their campaigns, like running marathons or  attempting to break Guinness World Records, from lawn mower pushing to scarf knitting.

Ultimately, he says, it’s about creating awareness, attention and providing a clear call to action around participating and encouraging men to have difficult conversations. “We are not good at advocating for our own health,” Minerson says, adding there is an onus on men to make changes and take inspiration from campaigns directed at women.

Tactically, the organization has been striking new partnerships, such as with Kellanova snack brand Pringles which involved shaving the brand’s mascot, to keep these kinds of conversations going, something it intends to do more of.

Movember also gets the word out outside the month of November to “build its muscle.” For example, it has a partnership with TSN’s Golf Talk Canada, spanning multiple channels, and it does spring outreach about testicular cancer awareness.

Minerson says its “Know They Nuts” campaign helped the nonprofit get a boost with younger men in terms of knowing their risks. The organization also provides tools around mental health awareness. “That kind of thing is expanding beyond the traditional month of November, but also getting to new audiences we might not get to,” Minerson says.

Weber Shandwick is providing comms support, along with UM Canada for the buy, which is largely digitally led.

One of the changes this year is an increase in OOH along commuter routes as a way to connect with workplace activities linked to Movember. It’s part of a vision to bolster corporate partnerships.