How Much Difference Does ‘Movember’ Make?

Look at this freaking (cancer-free) hipster…

TIME says PR’s favorite November event is “(slowly) getting men to pay attention to their health“. Pardon us while we smoke a cigarette, eat a chili dog, drink a beer and a Coke at the same time and ponder that statement.

Just kidding; we love Movember. But how much difference does it make?

The article continues with “the majority of men only visit a physician if prodded by their spouse”, and we have to plead super guilty as charged on that one. So how did the event go this year?

Lest we forget, Movember is an organization, complete with a CEO and everything. Their website reveals a fairly big haul for 2013, with the total “get” very close to $99 million. This is a slight gain over last year’s event, which raised $95M. One thing stayed the same, though: Canada beat the ‘staches off the U.S. What’s up, bros?

As much as we appreciate the concept, the story also notes that “awareness tends to last only as long as the hair. Once Movember is over, funding for men’s health issues drops.”

Are the appeal and effects of this trend limited? Susan G. Komen‘s Race for the Cure raised nearly ten times as much despite all that terrible PR. One reason for the fall-off might Movember’s decision to move away from exclusively targeting prostate cancer to touch on a broad range of men’s health issues; Komen’s singular focus makes its message more effective. Seasonal exposure is also an issue. Our own Shawn Paul Wood says:

“Unfortunately it hasn’t sustained the momentum needed to maintain the interest in what it was originally all about. CSR campaigns require consistent awareness and visibility to stay relevant, not just annual outreach.”

We were a little disappointed by the number of Movember pitches we received this year, but we did like i.d.e.a.‘s Harry Moustachio, so here you go:

Sorry if we missed yours; send it over and we’ll update.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.