Movember has been trimmed and reshaped for its third official year in Hong Kong. In moustache speak, you could say it's a bit more Fu Manchu than handlebar.
Greg Rafferty, head of Movember Asia, explains that the charity has taken on a more Asian flavour this year, with Hong Kong graphic designer Timothy Wong as one of the faces of Movember's global marketing campaign, which runs in 21 countries.
"One of the challenges we faced in the first two years was that all the images of Movember were of Western guys. The perception in the local community was that it was a Western campaign," says Rafferty. "The imagery of having a local person is very powerful."
In addition, campaign posters, which offer men's health tips and are handed out for free, have been printed in Chinese to fully engage the local community.
"Companies were telling us that Movember is a good campaign but that their staff said they couldn't engage in it because it is not in their language," says Rafferty.
