The main objective of the Movember campaign is to improve the state of men's health.  This is achieved primarily by raising the community's awareness of health issues affecting men, specifically prostate cancer and depression. Ultimately this investment is about reducing the number of preventable deaths from prostate cancer and suicide by:

1. Raising the awareness level of men's health issues. In general terms make the community aware of the very real health issues faced by men, specifically prostate cancer and depression in men.

2. Encourage men to access health services for an annual check-up and when they are initially faced with a health concern thereby increasing the chance of early detection, diagnosis and effective treatment.

Outcomes of the awareness campaign
Deakin University conducted research on the 2007 registered Mo Bros, Mo Sistas and donors in Australia to determine amongst other things the degree to which they are acting on the men's health messaging.  The table below summarizes the actions people took as a direct result of their participation in Movember which demonstrates the excellent impact the  awareness messaging is having on the state of men's health.

How do we raise awareness?

We took every opportunity to highlight men's health issues during the 2007 campaign, and achieved a significant increase in Movember participation and media coverage - both of which cause increased community recognition of men's health issues. Awareness of men's health was achieved in the following ways:

Word of Mouth
Each of the 96,738 Australian Mo Bros participating in Movember was a walking billboard promoting men's health. The growth of a new moustache compels each Mo Bro to explain their new look and why they are doing it to at least two people per day during the month of Movember. On average, each Mo Bro also sent an email containing key health messages to 12 people asking for sponsorship. This meant that nearly 7 million people received the Movember and men's health message directly from a participant. 

Media Coverage
Media coverage of Movember and the key men's health messages significantly increased in 2007 with 2,415 media hits that had a combined reach of 390,683,336 people.  That means on average every Australian was exposed to Movember and its health message 19 times during the 2007 campaign. 

Events
The aim of the end of Movember parties is to celebrate the journey each Mo Bro and Mo Sista has been on during Movember. It's also an opportunity for Movember to subtly spread the core health message to all attendees.

In 2007 there were seven Movember Gala Partés in Melbourne, Sydney, Brisbane, Adelaide, Perth, Canberra and Hobart. Over 15,000 Mo Bros and Mo Sistas across Australia celebrated their Movember journey at one of these events.

As not everyone is able to attend a Gala Parté event, 95 Mo Town parties were created by supporters across the country in cities such as Torquay, Hamilton Island, Christmas Island, Geraldton, Tamworth, Mount Gambier and Darwin. 

Movember is also the perfect way to bring some philanthropic fun to the office. In 2007, 1,312 Mo Office events were held in Australia. From local restaurants and cafes to big corporates and everything in between, employers and employees joined together to support Movember and celebrate their journey.

Website
The Movember website contains some key health messaging in a simple and engaging manner. During the 2007 campaign there were 1,043,753 unique visitors to the Movember website with an average visit time of 4 minutes and 28 seconds.