2 01 02 CONTENTS

04 WORD FROM THE CHAIRMAN 06 WORD FROM THE CEO 08 ABOUT MOVEMBER 10 MOVEMBER MILESTONES 11 MOVEMBER VALUES 12 MOVEMBER’S FUNDING FOCUS 16 GLOBAL FUNDED PROGRAMS 36 ENGAGING THE MOVEMBER COMMUNITY 42 PARTNERS 46 AROUND THE WORLD: COUNTRY PROFILE UPDATES 76 CORPORATE GOVERNANCE 78 FINANCIAL OVERVIEW 80 SUMMARY FINANCIAL STATEMENTS MOVEMBER GROUP 82 DECLARATION OF DIRECTORS 83 AUDIT REPORT MOVEMBER

THIS IS MOVEMBER’S GLOBAL ANNUAL REPORT WHICH INCLUDES A SECTION ON EACH COUNTRY WHERE AN OFFICIAL CAMPAIGN IS RUN AND PROGRAMS ARE FUNDED.

03 04 A WORD FROM THE CHAIRMAN

The annual Movember campaign continues to surprise even Movember directly manages some programs, such as our Global those closely involved with it. The quantum of funds raised and Action Program which brings together some of the best prostate enthusiastic participation of the 854,288 Mo Bros and Mo Sistas cancer researchers in the world, however the majority of our funds around the world has once again surpassed all expectations. continue to be invested with partner organisations who implement We applaud and thank all participants, their donors and supporters our prostate cancer and mental health programs. We are greatly for their contribution to changing the face of men’s health. appreciative of their efforts, and those of all of our corporate partners and suppliers. Without a doubt, the millions of conversations that occur during the annual campaign are positively impacting on male health On behalf of the Board, I thank our CEO, Adam Garone for awareness, as are the quality programs in which Movember invests. the quality of his leadership, the tremendous level of effort he We are now a truly global organisation, and as such we are in the puts in, and his enduring commitment to Movember and its cause. unique position of being able to seek and implement the best possible At the heart and soul of Movember are our dedicated, creative men’s health programs available anywhere. Our global reach also and intelligent employees and I thank them for their continued allows us to bring together our men’s health partners around the innovation and remarkable enthusiasm. world to work collaboratively on research and other prostate cancer This year our inaugural Chairman, Paul Villanti, stepped down programs. The outlook for men diagnosed with prostate cancer from the chair role and continues to serve as a director. On behalf improves every year, and we are certain that facilitating collaboration of my fellow directors I thank Paul for his tremendous contribution. will result in faster research outcomes and better, more cost effective Paul led the board for four years from its formal establishment survivorship programs. in 2007, and has guided with a steady hand throughout a period Movember grew again this year, launching the campaign of rapid and well planned growth. Paul implemented governance for the fi rst time in Belgium, Denmark and Norway. We will launch processes that were the foundation for the highly professional in a further seven countries during the 2012 campaign and organisation that Movember has become, and contributed we anticipate continuing our steady growth strategy so that we immeasurable hours of donated time to the organisation. can encourage greater numbers of men to take care of their physical I thank all of my fellow board members who willingly give their and mental health. As we grow, our team at Movember continue time and talents to govern an organisation that in 2011 operated to fi nd smart and cost effective ways to run the annual campaign, charities in four countries, ran campaigns in a further ten countries and as always, we remain unconditionally committed to using and oversaw the careful implementation of vital programs worth every dollar raised to change the face of men’s health. many millions. This is a great responsibility and we are fortunate to have the skills of this capable team. We remain united in our aim to forever change the face of men’s health and our team will work hard in the coming year to again run a memorable campaign, and to deliver effective programs with the best possible outcomes.

ELAINE FARRELLY, CHAIRMAN EMAIL [email protected]

05 06 A WORD FROM THE CHIEF EXECUTIVE OFFICER

To all the incredible Mo Bros, Mo Sistas and friends of Movember, As one example, in Australia we recently committed $6.25 million 2011 was another successful campaign which saw Movember to establish a collaborative network of organisations focused cement its place as a truly global movement with 854,288 registered on improving the lives of men living with prostate cancer, as well Mo Bros and Mo Sistas from around the world that together raised as their partners, families and carers. This is a model we will look a record breaking $124 million AUD. Alongside the work being to deploy in other countries in the near future. done by Movember for mental health, Movember is today the largest Our third program area is Research, also funded by the money non-government funder of prostate cancer research and support raised by the Mo Bros and Mo Sistas. Our research programs are programs in the world – a truly amazing achievement by our predominantly managed at a national level through our men’s health Movember community in such a short period of time. partners who are funding a broad range of innovative, world-class Our vision is to have an everlasting impact on the face of men’s health, programs. Given our global presence, in 2010 we established which we aim to achieve through our three program areas: Awareness Movember’s Global Action Plan (GAP), which aims to accelerate and Education, Survivor Support and Research. prostate cancer outcomes through global collaboration. We now have two GAP research projects underway and have built and launched Our Awareness and Education program is fuelled by the hundreds an online collaboration tool called, Promoveo. This brings together of conversations each Mo Bro and each Mo Sista has during the prostate cancer researchers, clinicians and organisations who are using month of Movember. These conversations happen at work, at home, it to share ideas, fi nd out what key research resources are available on Facebook, through e-mail, and via a myriad of other online social in other countries, post information to foster discussion, and connect networks. They are prompted by the growth of a new moustache, with other researchers from across the globe to drive outcomes. by an article in the media, by an athlete, musician, celebrity, or politician growing alongside their fellow Mo Bros. These conversations By continuing to run successful campaigns and funding signifi cant start in a light-hearted way about moustaches but quickly turn into programs we are on our way to achieving our vision: an everlasting serious discussions about men’s health, prostate cancer and mental impact on the face of men’s health. health – these are conversations men don’t normally have. Through I would like to close this letter with some thank yous… our research we have found that these discussions are having a real impact, as a result of participating in Movember – 1 in 5 Mo Bros Behind every great moustache is a great Mo Sista, supporting went to the doctor, 1 in 4 Mo Bros recommended someone they know and loving their Mo Bro. I wanted to acknowledge the signifi cant go to the doctor, while 91% thought about improving their health. contribution the Mo Sistas play in the Movember campaign and more These statistics demonstrate that Movember is helping men take generally in men’s health – thank you for your continued support, and responsibility for their health, that they are taking a proactive that wink and nod of appreciation no matter how bad our Mo looks :{) approach to preventing illness and have an improved understanding To the wonderfully gifted team at Movember – thank you! Even of the symptoms in both themselves and others, so they can though we are spread across seven countries and six offi ces we are one appreciate when and how to seek help if needed. family with a deeper sense of purpose. We all know that our role is to One conversation that stands out from this year was between serve the Movember community, to put on a great campaign each year, fi rst-time Mo Bro, Dr. William Blazey, and a patient. She inquired to work in the background diligently managing every aspect of the about Dr. Blazey’s new moustache and, upon explaining his campaign and organisation. I am honoured to lead such a talented team commitment to Movember, the patient insisted that her husband and incredibly proud of what they achieve each year; it is testament (who was in the waiting room) have an annual physical. The physical, to their hard work, dedication and loyalty. including a prostate exam, was conducted, and Dr. Blazey found a small but noticeable irregularity that turned out to be prostate cancer. To the Movember Board members who generously volunteer their The disease was found in the very early stage and treated successfully. time, energy and expertise - thank you. That one moustache, one conversation, has changed the course And fi nally to the Mo Bros and Mo Sistas of 2011; words can’t of one man and his family’s lives – an invaluable outcome. describe your individual and collective passion, loyalty and generosity Our second program area is Survivor Support, funded by the money – thank so much for your continued support. raised by the Mo Bros and Mo Sistas which aims to improve the Thank you and see you all in Movember 2012. quality of life for men living with depression and prostate cancer from diagnosis onwards. We’re acutely aware that there are many unmet physical and mental health concerns that need to be addressed as a priority and we are working hard to address these.

ADAM GARONE, CEO AND CO-FOUNDER IF YOU HAVE ANY QUESTIONS, PLEASE EMAIL ME AT [email protected] OR FOLLOW ME ON TWITTER: @ADAMGARONE

07 08 ABOUT MOVEMBER

MOVEMBER IS AN INDEPENDENT, NOT-FOR-PROFIT Movember started in Melbourne in 2003 and today operates ORGANISATION WORKING TO RAISE AWARENESS AND in 14 countries across the globe. This expansion is not something FUNDS FOR MEN’S HEALTH ISSUES AROUND THE WORLD. that was driven within – it was invited and encouraged by supporters based outside of Australia. Word of mouth, DURING NOVEMBER EACH YEAR, MOVEMBER IS the movement of expats and the incredible power of the internet RESPONSIBLE FOR THE SPROUTING OF MOUSTACHES all contributed to Movember reaching people across the globe. ON HUNDREDS OF THOUSANDS OF MEN’S FACES Alongside men’s health charity partners based in each country, Movember has been able to take bigger steps towards achieving AROUND THE WORLD; THE AIM OF WHICH IS TO RAISE its goal of truly changing the face of men’s health. MUCH NEEDED FUNDS AND AWARENESS FOR MEN’S The geographic expansion of Movember supports and delivers HEALTH ISSUES, SPECIFICALLY PROSTATE CANCER on Movember’s primary objective of spreading key health messages AND MALE MENTAL HEALTH. to men everywhere. The issues relating to men’s health that were ON MOVEMBER 1ST, GUYS REGISTER AT MOVEMBER.COM recognised by Movember’s founders are not unique to Australia and it is with great pride that those involved watch Movember WITH A CLEAN-SHAVEN FACE AND THEN FOR THE REST grow international legs. OF THE MONTH, THESE SELFLESS GENTLEMEN, KNOWN AS MO BROS, GROOM, TRIM AND WAX THEIR WAY INTO By expanding globally, Movember aims to: THE ANNALS OF FINE MOUSTACHERY. SUPPORTED BY 01 Raise more money for prostate cancer research than possible in any THE WOMEN IN THEIR LIVES, MO SISTAS, MOVEMBER one country, thereafter fund the most promising research across MO BROS RAISE FUNDS BY SEEKING OUT SPONSORSHIP the world and foster global research collaboration. The ultimate FOR THEIR MO GROWING EFFORTS. aim being to accelerate the discovery of better screening tests and treatments for prostate cancer which will benefi t men worldwide. MO BROS EFFECTIVELY BECOME WALKING, TALKING 02 BILLBOARDS FOR THE 30 DAYS OF NOVEMBER Become a communication conduit for our global men’s health AND THROUGH THEIR ACTIONS AND WORDS, RAISE partners. This facilitates collaboration, sharing of best practice AWARENESS BY PROMPTING PRIVATE AND PUBLIC and helps avoid duplication of materials and research. CONVERSATION AROUND THE OFTEN IGNORED ISSUE Going forward, Movember will continue to expand into OF MEN’S HEALTH. countries where there is substantial grassroots support and where AT THE END OF THE MONTH, MO BROS AND MO the campaign can have a signifi cant impact on men’s health. SISTAS CELEBRATE THEIR COLLECTIVE GALLANTRY AND VALOUR BY EITHER THROWING THEIR OWN MOVEMBER PARTY OR ATTENDING ONE OF THE INFAMOUS GALA PARTÉS HELD AROUND THE WORLD BY MOVEMBER AS A THANK YOU TO THE MO COMMUNITY FOR ITS EFFORTS.

global funds raised $302 million (figures in aud) global registrants 1.9 million mo bros & mo sistas

125m 900,000 800,000 100m 700,000 600,000 75m 500,000 400,000 50m 300,000 200,000 25m 100,000 5m 50,000 0m 0 54,000 1.2m 9.3m 21.5m 29.7m 44.3m 72m 124m 0 30 450 9,315 56,129 134,171 173,435 255,722 447,808 854,288 2003 2004 2005 2006 2007 2008 2009 2010 2011 2003 2004 2005 2006 2007 2008 2009 2010 2011

09 2003 2008 THE MOVEMBER IDEA IS BORN IN MELBOURNE, MOVEMBER IRELAND IS OFFICIALLY LAUNCHED IN AUSTRALIA BY TWO MATES DISCUSSING FASHION PARTNERSHIP WITH THE IRISH CANCER SOCIETY AND RECURRING TRENDS, THEY QUESTION THE CANCER SOCIETY OF NZ AND MENTAL HEALTH WHERE THE MO HAS GONE AND JOKE ABOUT FOUNDATION OF NZ BECOME NEW ZEALAND’S MEN’S BRINGING IT BACK. TOGETHER, THEY DECIDE HEALTH PARTNERS TO TALK THEIR MATES INTO GROWING A MO WITH THEM. THEY CHOOSE THE MONTH PARTICIPATING COUNTRIES: AUSTRALIA, CANADA, OF NOVEMBER RENAMING IT MOVEMBER. IRELAND, NEW ZEALAND, SPAIN, UK AND US MOVEMBER RULES AND GUIDELINES ARE DEFINED; 173,435 MO BROS AND MO SISTAS ALL OF WHICH REMAIN IN PLACE TODAY FUNDS RAISED: AUS $29.7 MILLION PARTICIPATING COUNTRIES: AUSTRALIA 30 MO BROS AND MO SISTAS 2009 MOVEMBER US OBTAINS OFFICIAL CHARITY STATUS FUNDS RAISED: NONE AND A SECOND MEN’S HEALTH PARTNER IS ADDED – 2004 THE LANCE ARMSTRONG FOUNDATION PARTICIPATING COUNTRIES: AUSTRALIA, CANADA, THE MOVEMBER GROUP IS OFFICIALLY ESTABLISHED IRELAND, NEW ZEALAND, SPAIN, UK AND US THE FIRST MOVEMBER WEBSITE IS BUILT 255,722 MO BROS AND MO SISTAS FUNDS RAISED GO TO PROSTATE CANCER FUNDS RAISED: AUS $44.3 MILLION FOUNDATION OF AUSTRALIA (PCFA) PARTICIPATING COUNTRIES: AUSTRALIA 2010 450 MO BROS AND MO SISTAS MOVEMBER OFFICIALLY LAUNCHES CAMPAIGNS FUNDS RAISED: AUS $54,000 IN SOUTH AFRICA IN PARTNERSHIP WITH CANCER ASSOCIATION OF SOUTH AFRICA, IN FINLAND, 2005 IN NETHERLANDS AND IN THE CZECH REPUBLIC PCFA COMES ON BOARD AS MOVEMBER’S MOVEMBER LAUNCHES ITS FIRST DIRECTLY FUNDED FIRST OFFICIAL MEN’S HEALTH PARTNER PROGRAM – THE GLOBAL ACTION PLAN; CREATED WITH PARTICIPATING COUNTRIES: AUSTRALIA THE AIM OF ACCELERATING PROSTATE CANCER RESEARCH 9,315 MO BROS AND MO SISTAS OUTCOMES THROUGH GLOBAL COLLABORATION FUNDS RAISED: AUS $1.2 MILLION PARTICIPATING COUNTRIES: AUSTRALIA, CANADA, CZECH REPUBLIC, FINLAND, IRELAND, NETHERLANDS, 2006 NEW ZEALAND, SOUTH AFRICA, SPAIN, UK AND US MOVEMBER RECEIVES OFFICIAL CHARITY STATUS 447,808 MO BROS AND MO SISTAS IN AUSTRALIA AND THE MOVEMBER FOUNDATION FUNDS RAISED: AUS $72 MILLION IS ESTABLISHED BEYONDBLUE: THE NATIONAL DEPRESSION 2011 AND ANXIETY INITIATIVE BECOMES AUSTRALIA’S MOVEMBER OFFICIALLY LAUNCHES CAMPAIGNS SECOND MEN’S HEALTH PARTNER IN BELGIUM, DENMARK, NORWAY, MOVEMBER OFFICIALLY LAUNCHES MOVEMBER OBTAINS OFFICIAL CHARITY STATUS IN NEW ZEALAND IN PARTNERSHIP WITH PROSTATE IN CANADA, ENGLAND, WALES AND SCOTLAND CANCER FOUNDATION OF NZ PARTICIPATING COUNTRIES: AUSTRALIA, BELGIUM, PARTICIPATING COUNTRIES: CANADA, CZECH REPUBLIC, DENMARK, FINLAND, AUSTRALIA AND NEW ZEALAND IRELAND, NETHERLANDS, NEW ZEALAND, NORWAY, 56,129 MO BROS AND MO SISTAS SOUTH AFRICA, SPAIN, UK AND US FUNDS RAISED: AUS $9.3 MILLION 854,288 MO BROS AND MO SISTAS FUNDS RAISED: AUS $124 MILLION 2007 MOVEMBER OFFICIALLY LAUNCHES IN THE US IN PARTNERSHIP WITH PROSTATE CANCER FOUNDATION, IN CANADA WITH PROSTATE CANCER CANADA, IN THE UK WITH THE PROSTATE CANCER CHARITY AND IN SPAIN WITH FEFOC THE MOVEMBER BOARD IS FORMALLY ESTABLISHED PARTICIPATING COUNTRIES: AUSTRALIA, CANADA, NEW ZEALAND, SPAIN, UK AND US 134,171 MO BROS AND MO SISTAS FUNDS RAISED: AUS $21.5 MILLION

10 FUN WE WILL WORK TO MAKE EVERY PART OF THE CAMPAIGN FUN AND SIMPLE ACCOUNTABLE WE ARE ACCOUNTABLE AND TRANSPARENT. WE STRIVE TO EXCEED BEST PRACTICE COST TO FUNDRAISING RATIOS CARING WE ARE PASSIONATE, DEDICATED, CARING PEOPLE THAT ARE HERE TO SERVE THE MOVEMBER COMMUNITY TEAM MOVEMBER ALTHOUGH WE ARE SPREAD ACROSS THE WORLD WE ARE ONE TEAM WITH THE SAME DEEPER SENSE OF PURPOSE HUMBLE WE HAVE A HUMBLE ATTITUDE AND APPROACH TO EVERYTHING WE DO. REMARKABLE EXPERIENCE AT EVERY TOUCH POINT – PHONE, EMAIL, ONLINE, IN PERSON, AT OUR EVENTS, WE CREATE A REMARKABLE EXPERIENCE OUTCOMES ORIENTATED WE WILL DRIVE SIGNIFICANT OUTCOMES FOR MEN’S HEALTH FROM THE FUNDS RAISED INNOVATIVE BORN FROM AN ENTREPRENEURIAL SPIRIT, WE APPLY INNOVATION ACROSS THE ORGANISATION TO IMPROVE EFFICIENCY AND THE MO BRO AND MO SISTA EXPERIENCE

11 12 FUNDING FOCUS

The organisation focuses on raising awareness Movember aims to help change men’s health male mental health and funds for prostate cancer and men’s through continued fundraising for men’s Movember will increase the understanding mental health issues; however, Movember health programs and by its Education & of depression and anxiety in men and reduce is committed to changing the face of men’s Awareness program. The fact that more than the associated stigmas health globally and has an interest in all issues 30% of cancers could be prevented by not relating to men’s health. Movember works using tobacco, having a healthy diet, being men’s cancer research to educate and inform men on core health physically active and moderating the use of Movember will fund innovative targeted messages and wants men to understand alcohol, highlights the potential for bringing research and key enabling capabilities aimed the importance of: about real change. to lead to signifi cantly improved clinical tests 01 By putting a fun twist on a serious issue, and treatments to reduce the burden of prostate Responsibility – the quality of Movember aims to change the actions cancer and other male specifi c health issues our health is up to the individual and attitudes of men when it comes to their influencing change in men’s health 02 health. The moustache is Movember’s catalyst Movember will fund research that helps Prevention – diet and lifestyle choices for change and is giving men the opportunity to inform health policy and knowledge dramatically infl uence the quality of life and confi dence to talk about their health with translation that accelerates improved health today and in the future others. Progress has been made but there’s outcomes for men still a signifi cant way to go. 03 Detection – early detection of an illness provides the best chance of effectively movember’s funding focus MO BROS AND MO SISTAS ACROSS THE treating it while minimising complications Movember funds world class prostate and GLOBE HAVE COLLECTIVELY AMPLIFIED and side effects testicular cancer and male mental health THE PROSPECT OF ACHIEVING programs. Both illnesses are highly prevalent The reasons for the poor state of men’s SIGNIFICANT IMPROVEMENTS IN THE amongst men and both suffer historically PHYSICAL AND MENTAL HEALTH OF MEN. health around the world are numerous and from being underfunded and misunderstood. complex; however, there is overwhelming Movember’s strategic goals guide the program THEY ARE ACCELERATING PROGRESS and irrefutable scientifi c evidence of the decision-making policy across the world. TOWARDS BETTER TESTS AND TREATMENTS signifi cant disparity in gender health. All over FOR PROSTATE CANCER AND THE the world, men live shorter lives than women Each program funded by Movember falls under one of Movember’s fi ve strategic goals. DELIVERY OF AN UNPRECEDENTED and suffer more from heart disease and cancer. NUMBER OF INNOVATIVE PROGRAMS Health risk factors are also more common survivorship THAT ADDRESS THE CRITICAL NEEDS among men including smoking, alcohol abuse, Movember will fund survivorship initiatives obesity, suicide, work and road accidents. OF MEN LIVING WITH PROSTATE CANCER that provide information and support for men AND DEPRESSION AS WELL AS THEIR Men still access health services less and their families affected by men’s cancer PARTNERS, CARERS AND FAMILIES. frequently than women and when they do and depression that helps them make informed PAUL VILLANTI, visit the doctor, they typically present late, decisions and improves their quality of life thereby denying themselves the chance of MOVEMBER’S PROGRAM DIRECTOR early detection and effective treatment of awareness and education common diseases. Recent studies show that Through the annual campaign and funded many men don’t have regular health checks programs, Movember will signifi cantly Movember’s program funding falls because they fear it will lead to a hospital increase the understanding of the health risks under three pillars — Awareness & Education, visit, are embarrassed or can’t make the time. that men face and encourage men to act on Survivorship and Research. that knowledge.

STRATEGIC PROGRAM GOALS FUNDING

AWARENESS MALE PROSTATE AWARENESS SURVIVORSHIP AND MENTAL CANCER INFLUENCING AND SURVIVORSHIP RESEARCH EDUCATION HEALTH RESEARCH CHANCE EDUCATION

13 FUNDING FOCUS the prostate cancer challenge the facts Depression is more than just a low mood – it’s an illness and one of the most common Prostate cancer accounts for about 01 of all mental health problems. While many 30% of all new cases of cancer diagnosed 72% of prostate cancer cases are detected people feel sad, moody or low from time in males (excluding non-melanoma skin in more developed countries to time, some people experience these cancers), and is the most common cancer 02 feelings intensely, for long periods of time in men worldwide. Around 910, 000 cases A man with a father or brother who and often without reason. People with of prostate cancer were recorded in 2008, developed prostate cancer is twice as likely depression fi nd it hard to function every day accounting for around 14 % of all new cancer to develop the disease. This risk is further and may be reluctant to participate in activities cases in men. It is predicted that the number increased if the cancer was diagnosed they once enjoyed. It’s estimated that one of cases will almost double (1.7 million) in family members at a younger age (less in fi ve people experience depression at some by 2030. There’s no doubt, prostate cancer than 55 years of age) or if it affected three stage of their lives. is a major public health concern. or more family members When Movember fi rst started out, prostate 03 the facts cancer was relatively unheard of; in fact some The roles of ethnicity and family history 01 early Movember participants were unsure are important. African American men are Depression is common, affecting of where their prostate was in their body 60% more likely to develop prostate cancer about 121 million people worldwide. and its function. There was a frighteningly compared with Caucasian men and are nearly low level of awareness. 02 2.5 times more likely to die from the disease Depression is among the leading Incidence rates for prostate cancer have 04 causes of disability worldwide. increased in recent years. This has been largely The older you are, the more likely you are 03 due to the increased availability of screening to be diagnosed with prostate cancer. Although Depression can be reliably diagnosed for prostate-specifi c antigen (PSA) in men only 1 in 10,000 men under age 40 will be and treated in primary care. without symptoms of the disease. The test diagnosed, the rate shoots up to 1 in 38 for has the ability to detect many prostate cancers ages 40 to 59, and 1 in 15 for ages 60 to 69 04 that are small and would otherwise remain Fewer than 25 % of those affected have Movember wants all men over the age access to effective treatments. unrecognised and which may or may not of 50, and those over 40 with a family history develop further into higher stage disease. of prostate cancer, to know that they are Depression can be as serious, debilitating The limitation of the PSA test is that it cannot potentially at risk and should talk to their and life-threatening as a physical illness – differentiate between aggressive prostate doctor. Prostate cancer is highly curable if yet less than half of those experiencing cancer that needs treatment and indolent (slow detected and treated early. And, while prostate depression seek help. growing) cancer that does not need treatment. cancer is most common in men over the age Rather than discussing mental health issues This can, and does, lead to over-diagnosis of 50, younger men diagnosed are more likely or seeking treatment when depressed or and over-treatment. Movember is aware to die prematurely from it. that in many developed countries, some men anxious, men often turn to alcohol or drugs. are being unnecessarily treated, resulting in why male mental health? The stigma attached to male depression side effects that signifi cantly affect the quality remains a signifi cant barrier as was recently of a man’s life. As one of the world’s leading Depression is currently an area of focus for highlighted in a piece of research funded by non-government funders of prostate cancer the Australian and New Zealand campaigns Movember’s through our men’s health partner research, Movember actively supports programs however 2012 will see the cause also in Australia, beyondblue. The survey revealed and initiatives that reduce the instances of represented in Canada. that in most instances, men’s views on people overtreatment. As with prostate cancer, depression is with depression and anxiety are both critical and incorrect. Results showed that 27% of men Those men who are newly diagnosed with a ‘silent’ illness, meaning that there are often no obvious signs or the symptoms are not wrongly thought people with depression could prostate cancer face a signifi cant challenge not hold down a responsible job and 31% as to the best course of action to take (surgery recognised. Movember fi rst started supporting programs related to depression in 2006 of men believed that people with depression v radiation therapy v ‘watchful waiting’ should just ‘pull themselves together.’ v ‘active surveillance’). Despite decades and since that time there have been defi nite of research, there are currently very few improvements in terms of awareness and Men are also more likely to focus on predictors of low risk versus aggressive attitudes towards the issue of depression. the physical symptoms of depression such prostate cancer that can be used to optimise However, there is still work to be done. as feeling tired or losing weight, rather than a patient’s treatment regime. Depression is not selective; it occurs in saying they feel low. This means it is often not persons of all genders, age and backgrounds. picked up by themselves or others, including Proof of Movember’s commitment to fi nding doctors. Raising awareness of the signs of a better test comes in the establishment of It is not just an illness for those with a troubled past or chaotic present. It is ubiquitous. depression is a critical pathway to ensuring the Global Action Plan which sees Movember effective treatment and support. Depression working alongside a team of leading prostate Empirical and anecdotal evidence suggests this is fast becoming the ‘disease du jour’. is an illness which can be treated and, with cancer experts from around the world, with the right treatment, most people recover. the objective of accelerating key outcomes Antidepressant prescriptions have soared in prostate cancer research. Movember and the World Health Organisation warns that hopes, in time, with continued funding, mental illness will be second only to HIV/Aids over-treatment will be a thing of the past. in the burden it places on the world by the end of this decade.

14 15 16 GLOBAL FUNDED PROJECTS

the state of men’s health how gap works Men’s health is a global problem that requires GLOBAL A small percentage of the funds raised global solutions and Movember is uniquely ACTION PLAN in many country are allocated to a global placed to address issues at this level. Through fund. The global fund is then allocated to one its work with men’s health partners around priority project each year that is determined the world, Movember has been able to form by an independent Global Scientifi c Committee an umbrella view and identify key areas objective (GSC). The GSC is comprised of internationally and issues that could benefi t from global to accelerate research outcomes renowned prostate cancer experts from around collaboration. through global collaboration the world, and chaired by prostate cancer expert, Professor Colleen Nelson. GAP projects Movember supports and funds men’s health GAP is Movember’s Global Action Plan, which complement Movember’s substantial national programs through two channels; the fi rst is has been set up to address critical challenges research programs provided by Movember’s through its world-class men’s health partners in prostate cancer research through global prostate cancer partners around the world. in each country, and the second is through collaboration. Whilst working with prostate Movember itself. Program funding highlights cancer partners around the world, Movember Each year, Movember’s GSC comes are documented later in the report as part identifi ed an opportunity to accelerate together to determine a key research area, of the individual country reports. These pages outcomes by giving researchers around that would benefi t from global collaboration. focus on the programs funded directly by the world the opportunity to work together. Once the priority area is endorsed by Movember at a global level. Movember’s Board, the best prostate cancer By bringing together the best clinicians researchers in the world from both Movember All programs, regardless of whether they are and researchers from around the world, GAP and non-Movember countries are brought run by Movember, or a men’s health partner, facilitates a new and unprecedented level of together and funded to collaborate on fall under and are aligned with Movember’s global research collaboration, not previously the agreed research area. overall strategic goals, as detailed in the seen within the prostate cancer community. section entitled, Movember’s Funding Focus. Over time, researchers coming together and sharing data, what worked, what didn’t, will OUR VISION IS TO HAVE avoid unnecessary duplication of research AN EVERLASTING IMPACT ON THE STATE movember’s global programs effort and deliver greater return on the funds OF MEN’S HEALTH AND IT’S TO THIS 01 that Movember and other organisations invest END THAT WE ESTABLISHED OUR GAP. WE the movember global in prostate cancer research BELIEVE THAT GETTING THE BEST action plan (gap) Today, more than 100 of the world’s top RESEARCHERS FROM AROUND THE 02 prostate cancer researchers have joined WORLD TO WORK TOGETHER ON KEY Movember’s GAP, all of them committed CHALLENGES WILL ACCELERATE a survivorship action to working together on research and sharing partnership (asap) their knowledge in the area. BREAKTHROUGHS THAT WILL ULTIMATELY 03 BENEFIT MEN WITH PROSTATE CANCER. the awareness and FURTHER, WE BELIEVE THAT TEAM-BASED education program RESEARCH, PERFORMED ACROSS BORDERS WITH A STRONG COLLABORATIVE MINDSET, CAN DELIVER INNOVATION AND KNOWLEDGE SHARING FASTER THAN RESEARCH CONDUCTED PRIMARILY AT A NATIONAL LEVEL PAUL VILLANTI, MOVEMBER’S PROGRAM DIRECTOR

17 GLOBAL FUNDED PROJECTS

Collaboration is at the heart of Movember’s gap 2 - collaborative global GAP and in order for this to happen in a practical sense a key deliverable of GAP GAP imaging project is the creation of a fi t-for-purpose online PROGRAMS objective communication platform to help GAP push the limits of prostate researchers work together more easily. cancer imaging breakthroughs Promoveo connects the GAP community Currently, Movember’s GAP Imaging is a truly ‘front-line’ investigative across the world and helps them work together has two programs on the go: tool in diagnosing cancer. Current technology across clinical and scientifi c disciplines and can only see down to around 1mm in size and multiple time zones. gap 1 – the global prostate cancer as cancer spreads at a cellular level (typically At a very simple level, Promoveo is a bit like biomarker initiative around 1000 times smaller than this), there Linkedin for the prostate cancer community. objective is real benefi t in making improvements in this In short it: to develop new tests that better area. There is a need to improve the ability 01 to detect disease progression at a much earlier Connects the global predict aggressive prostate cancer, stage so as to improve outcomes for men with characterise metastatic disease and prostate cancer. prostate cancer community treatment resistance that ultimately 02 The key results that we seek Showcases Movember’s enhance patient treatment decisions to achieve from this project are: programs and its participants The initiative aims to answer critical, but as 01 03 yet unanswered, clinical questions which will Detect the spread of Allows researchers to collaborate allow clinicians to better predict aggressive prostate cancer much sooner by sharing knowledge prostate cancer and characterise metastatic 02 disease and treatment resistance by identify- Make better decisions on which treatments 04 ing new clinical tests that ultimately enhance Allows researchers to search will lead to the most effective outcomes patient treatment decisions. for and share resources for patients 05 The key results that we seek 03 Acts as a project tracking to achieve from this project are: Realise synergies from and continue and management tool 01 to leverage the investment and collaborative networks established in GAP 1 06 Stronger international collaboration in the Acts as a communication channel global prostate cancer research arena leading Movember has appointed Sam Gledhill to improved knowledge sharing and greater as the Project Manager to implement The overall goal of the global collaborative effi ciencies in the research effort the GAP 2 project. research project is to accelerate research 02 outcomes through collaboration on annually Development of promising new blood, global scientific committee identifi ed priority scientifi c questions. These urine and tissue based tests (biomarkers) Prof Colleen Nelson (Chair) projects complement our substantial national that can more accurately predict low risk Australian Prostate Cancer Research Centre, research programs provided by our prostate versus aggressive prostate cancer and Institute of Health and Biomedical Innovation, cancer partners around the world. Movember optimise a patient’s treatment decisions. believes that getting the best researchers Queensland University of Technology, from around the world to work together on Movember appointed Dr. Mark Buzza as Australia key challenges will accelerate breakthroughs the Program Manager to implement GAP 1. Prof Hing Leung that will ultimately benefi t men with prostate Beatson Institute for Cancer Research, cancer. Furthermore, Movember believe University of Glasgow that team-based research performed across Pamela J Russell borders, with a strong collaborative mindset, Australian Prostate Cancer; Research Centre, can deliver innovation and knowledge sharing Institute of Health and Biomedical Innovation, faster than research conducted primarily Queensland University of Technology, at a national level. Australia Prof Jack Schalken Nijmegen Medical Centre Radboud University, Netherlands Dr. Jonathan W Simons Prostate Cancer Foundation, US Dr. Rob Bristow Ontario Cancer Institute/Princess Margaret Hospital and University of Toronto, Canada Associate Prof William Watson UCD School of Medicine and Medical Science University College, Dublin, Ireland Paul Villanti Movember, Australia

18 GLOBAL FUNDED PROJECTS

Movember’s Survivorship Steering Committee has worked carefully to identify the key survivorship challenges by engaging ASAP with a broad range of people, from urologists and oncologists to researchers and survivors themselves. A key area identifi ed was that of In 2011, Movember established A the mental health of prostate cancer patients Survivorship Action Partnership (ASAP) and as such Movember’s Australian men’s and is focussed on improving the lives of men health partners, beyondblue: the national with prostate cancer through collaboration. depression and anxiety initiative and Prostate ASAP is the fi rst of its kind and, and with Cancer Foundation of Australia have come on AUS $6.25 million committed, ASAP represents board to support the initiative fi nancially. Movember’s most signifi cant investment in the area of Survivorship to date. IT’S OUR BELIEF THAT ASAP WILL PLAY The initiative will facilitate the creation of a collaborative network of organisations AN IMPORTANT ROLE IN “CONNECTING focussed on improving the lives of men living THE DOTS” BY BRINGING EXPERTS with prostate cancer, together with their TOGETHER AND FUNDING PROGRAMS partners, families and carers. WITH RESULTS THAT INFLUENCE PRACTICE AND CATALYSE INNOVATION. MENTAL Over the next three years, ASAP Network Members will develop evidence based practical HEALTH IS SOMETHING WHICH NEEDS solutions that can be applied from a local to TO BE ADDRESSED WHEN SOMEONE IS a national level. Similar initiatives are being DEALING WITH PROSTATE CANCER, AT ALL undertaken by Movember in the UK, Canada STAGES OF THE JOURNEY, AND AS SUCH and later the US, and to that end, network WE’RE EXCITED TO BE PARTNERING WITH members will be part of a global program. MOVEMBER ON THIS OCCASION. KATE CARNELL MOVEMBER’S STRATEGIC GOALS CEO CHALLENGE US TO IMPROVE THE BEYONDBLUE: THE NATIONAL QUALITY OF LIFE FOR MEN LIVING WITH DEPRESSION AND ANXIETY INITIATIVE PROSTATE CANCER FROM DIAGNOSIS ONWARDS. WE’RE ACUTELY AWARE THAT THERE ARE MANY UNMET PHYSICAL THERE’S NO DOUBT THAT THE AND MENTAL HEALTH ISSUES THAT NEED SOLUTIONS DEVELOPED WILL IMPROVE TO BE ADDRESSED AS A PRIORITY. OUTCOMES FOR MEN LIVING WITH WE’RE EXTREMELY PROUD TO HAVE PROSTATE CANCER, THEIR FAMILIES ESTABLISHED ASAP AND HAVE SET AND CARERS. WE HAVE WORKED OURSELVES SOME AMBITIOUS GOALS COLLABORATIVELY WITH MOVEMBER IN ACHIEVING RESULTS OVER ON THE INITIATIVE SINCE ITS INCEPTION THE COMING YEARS. AND WILL BE SUPPORTING ASAP PAUL VILLANTI THROUGH INVOLVEMENT IN THE MOVEMBER’S PROGRAM DIRECTOR STEERING COMMITTEE, CONSUMER ENGAGEMENT AND PCFA’S NATIONAL NETWORK OF AFFILIATED SUPPORT GROUPS AND NETWORK OF PROSTATE CANCER SPECIALIST NURSES. DR ANTHONY LOWE CEO OF THE PROSTATE CANCER FOUNDATION OF AUSTRALIA.

Solutions developed by the collaborative net- work must be capable of sustainably scaling at a national level and incorporate evaluation and evidence that can support translation of these solutions into practice. Learnings from the Australian experience will be used in de- ploying ASAP in the UK, Canada and the US.

19 GLOBAL FUNDED PROJECTS

The research showed that Movember is The goal of Movember’s Awareness and speaking to an engaged group and as a result Education program is to signifi cantly increase AWARENESS has a signifi cant impact on health related the understanding of the health risks that &EDUCATION behaviours of its participants. Key global men face and encourage them to act on that research fi ndings: knowledge. This is achieved by: 01 Encouraging public and private conversation Movember started with a conversation 71% of participants talked about the issue of men’s health via the growth between mates and so there’s a nice synergy about men’s health of a moustache to the fact that, today, it’s conversation that 02 Educating the Movember community that is central to everything Movember does; 68% educated themselves the best way to survive cancer is to prevent it it’s just a bigger conversation. on health risks they face through a healthy diet, not smoking, being That one conversation back in 2003 03 physically active, staying at a healthy weight has grown into billions, taking place each 84% of participants convinced and knowing their family medical history Movember around the world. As a result of others to take action Prompting Mo Bros to make Movember the 2011 campaign, and estimated 1.9 billion 04 the month to have an annual physical conversations were had by the Movember 1 in 5 participants have gone to see a doctor because most cancers, particularly prostate, community. All too often it’s the funds specifi cally because of Movember testicular and skin cancer are highly curable raised by a charity that are remembered but if caught early equally important, especially at Movember, is the awareness generated. It is awareness empowering the mo community Removing the stigmas around health issues |that educates and prompts people to change It’s the Mo Bros themselves that become like prostate cancer and mental illness by behaviour and take action; it is awareness men’s health advocates and are literally giving men the opportunity and confi dence to which in Movember’s case can ultimately walking and talking billboards for 30 days. talk about their health more openly save lives. Movember provides the platform, by way of the website, and tools for Mo Bros to Educating men on the health risks they face, Movember raises awareness for men’s health participate but it is the individual Mo Bros the symptoms and signs in both themselves by using the growth of a moustache to that bring the campaign to life by making it and others and appreciate when and how to prompt public and private conversation. But their own and communicating Movember’s seek help if needed does this actually work? Is all the talk actually men’s health messages in a way that is Awareness and education alters behaviour making a difference? These are questions meaningful to them, their family and peers. and mind-sets; it gradually breaks down Movember constantly asks itself and answers This authentic communication from barriers, removes stigmas and brings about through an independent survey of past real change. Movember wants men to take participants. someone know and trusted has a high impact. This is where the effectiveness of Movember’s responsibility for their health, prevent illness Encouragingly, the survey results show the awareness program lies; the moustache by leading a healthy lifestyle and understand answer is without doubt, yes. Each member is the reason for Movember’s success and the symptoms and signs in both themselves of the Movember community is making a will always remain the central focus of all and others so they can appreciate when and difference through the awareness they spread that Movember does. how to seek help if needed. during their personal Movember journey. The Awareness & Education Program is The latest research, once again, reconfi rmed brought to life through a number of channels: that the Movember campaign is having Campaign Creative a positive impact on getting men engaged and thinking about their health and taking Website preventative action. Movember participants Free Awareness & Education Collateral spend more time thinking about improving The Media their health, visiting a doctor for a specifi c reason or discussing their health with others, Social Media than non-participants (the general population). Events & Activations Ambassadors

AWARENESS & EDUCATION PROGRAM

CAMPAIGN SOCIAL EVENTS & CREATIVE WEBSITECOLLATERAL MEDIA MEDIA ACTIVATIONS AMBASSADORS

20 GLOBAL FUNDED PROJECTS

21 GLOBAL FUNDED PROJECTS campaign creative Each year a new creative concept is built which runs through all communication channels, including the website, printed materials and media. This ensures the campaign is kept fresh and engaging for both returning Mo Bros and Mo Sistas and new recruits. movember.com The website is the hub of Movember, it is where Mo Bros and Mo Sistas register and in doing so, create an active and engaged global community. The online platform enables this community, united in their commitment to the cause, to share and experience the Movember journey through: 12,820,000 01 MO EMAIL Mo Space: a personal donation and NEWSLETTERS SENT campaign page where Mo Bros and Mo Sistas can post photos and messages 02 News room: latest updates on Mo news from around the country 03 Accessing men’s health information 04 Finding out about offi cial Movember events, such as the Galas and running events 05 Competitions

SOURCES OF TRAFFIC TO MOVEMBER.COM

Direct 34.90% Facebook 28.50% Google 18.40% Other 14.70% Twitter 2.50% Other search engines 1.00%

22 GLOBAL FUNDED PROJECTS

4:01 MINUTES AVERAGE LENGTH 122,198,593 OF VISIT page views 10,928,111 UNIQUE VISITORS 26,927,373 SITE VISITS

MOVEMBER .COM

854,288 GLOBAL MOVEMBER 3,283,330 PARTICIPANTS INDIVIDUAL DONATIONS $124M AUSTRALIAN DOLLARS RAISED FOR MEN’S HEALTH GLOBALLY

23 24 25 GLOBAL FUNDED PROJECTS free awareness and education collateral Movember creates a bank of information and collateral that helps organisations, teams and individuals spread the Movember message, educating themselves and others on the health risks men face during their time. Packs include: 01 Men’s health information 02 Posters: Men’s health and general campaign creative 03 Donation boxes 04 Mo Party Packs 05 Wristbands and badges 06 Stickers

26 GLOBAL FUNDED PROJECTS

27 GLOBAL FUNDED PROJECTS the media Positively engaging the media is absolutely essential to Movember in continuing its growth and spreading its word. With Movember comes a multitude of Adamd Garone: amazing stories and it is the role of the team Moustaches For Men's Health in each country to share these stories with dam Garone is the CEO and co- founder of the Move mber Founda- Ation, a gl obal organization dedicated the media thereby enlisting their help for the to “changing the face of men’s health.” Ea ch November, hundreds of thou sands of men cause. Globally in 2010, there were over join the Movember movement by growin g mousta ches for 30 days to raise awareness 12,000 media hits from the Wall Street and fu nds for men’s health—specifically prostate cancer. Adam has an extens ive cor- Journal, to The Sunday Times to The Globe porate background in developing, managing and marketing emerging Web and mobile and Mail to The Guardian, educating millions tech nologies working with compan ies such as Vodafone [VOD]. Prior to Adam’s corpo-corpo- on the importance of men’s health. In rate expe rience, he se rved for nine years as an offi cer in the Australian Army where he addition, approximately 17.3% of the global was selected to join the Special Forc es. Adam’s military career taught him the art of online population had the opportunity to be leadership and intricacies of operations management. In 2008, Adam won the 22nd annual Ernst & Young (E&Y) “Entre preneur exposed to last year’s Movember campaign of the Year” aw ard in Australia. Adam cu r- during the month of November. rently live s in Southern California where he oversees Movember’s global operations. Hi s ADAM GARONE vision is that the moustache and Movember Continued on page 2

Melbourne-St Kilda event to give Movember its money for a run

as the tourists splashed each Movember has become a MCG ‘‘Men’s attitudes are starting then down to the sea — MICHAEL LALLO NGVNGV MCGMCGMCG other playfully. ‘‘Plus, this gives global phenomenon since NGVNGV to change,’’ Rafferty said, ‘‘but required approval from many S MCG START AREANGV SSS LOATH to be outdone by me an excuse to grow a launching in Melbourne in 2003 STARTSTARTSTART AREAAREA AREA there’s a long way to go. A lot of authorities, taking two years to KINGSKIN W S Sydney, Melbourne will launch moustache in August, even if with just 30 participants. Last WESTWEST GATE GATE KINGSKIN WAY RoyalRoyal Botanic Botanic men still think they’re invincible bring to fruition. WESTWESTSTART GATEGATE AREA GSGS WWAY W RoyalRoyal BotanicBotanic FREEWAYFREEWAYFREEWAY KIN GardensGardensGardens its version of the City2Surf fun mine happens to be an year, more than half a million WESTFREEWAYFREEWAY GATE AY RoyalGardens Botanic and don’t need to see a doctor.’’ ‘‘‘We appreciate the GS WAYAYAY DOMAINDOMAINDOMAIN RDRD RD run this November — minus the unfortunate shade of ginger.’’ men in Britain, the US, Canada FREEWAY DOMAINGardens RD While Movember will be the enormous goodwill that the surf. Movember chief operating and other countries raised DOMAIN RD event’s main beneficiary, many groups including Parks TOORAKTOORAKTOORAK RDRD RD

QUEENS RD ST KILDA RD Organisers hope the officer Jason Hincks said The $75 million — all by mimicking QUEENS RD ST KILDA RD runners can support other Victoria, VicRoads and the cities QUEENSQUEENS RDRD STST KILDAKILDA RDRD QUEENS RD ST KILDATOORAK RD RD inaugural Sunday Age City2Sea Sunday Age City2Sea would the facial hair of Australian charities if they wish. of Melbourne and Port Phillip QUEENS RD ST KILDA RD will raise more than $1 million allow more people to support cricketers of the 1970s. Publisher of The Sunday Age showed in working with The KERFERD RD for Movember, the men’s health the cause. ‘‘Most women find it ‘‘As much as men want to be KERFERDKERFERDKERFERD RDAlbertRDAlbert RDAlbert Don Churchill said the Sunday Age team to get this BEACONSFIELDBEACONSFIELD PARADE PARADE BEACONSFIELDPark PARADE PUNT RD BEACONSFIELDPark PARADE PUNT RD Park PUNTPUNT RD RD fundraising event in which pretty hard to grow a tough by not talking about their KERFERD RDAlbertPark PUNT RD 14-kilometre course — which event over the line,’’ Mr BEACONSFIELD PARADE participants grow lavish moustache,’’ he said, ‘‘but health, they will talk about it if Park PUNT RD takes runners from the Arts Churchill said. ‘‘I am thrilled we moustaches, and other anyone can participate in a fun you make it funny,’’ Hill said. Centre to Albert Park Lake and can offer a sister race to the charities. run. We were actually looking to PORTPORTPORT FFF City2Surf, an event with a truly Among the first to sign up start a running event when PHILLIPPHILLIPPHILLIPPORT BAYBAY BAY F unique Melbourne identity. for the run are primary school Fairfax approached us, so the PHILLIP BAY FFITZROYFITZROYITZROYFITZROY STST ST ‘‘The Sunday Age City2Sea teacher Josh Madden and timing was perfect.’’ TZROY ST will be a fantastic addition to Movember staff Chris Hill and Melbourne’s running calendar Greg Rafferty. Despite the and is a wonderful opportunity single-digit temperature and to celebrate our city, enjoy overcast skies yesterday getting out in the fresh air with morning, all three took a dip at friends and family, and raise St Kilda Beach. Unsurprisingly, money for charity.’’ the water was empty of other While the swell at St Kilda is swimmers — except for two laughable compared with English tourists who appeared Bondi’s surf, Melbourne has to be enjoying what passes for some obvious advantages: a balmy weather back home. gentle gradient, milder weather ‘‘This is what’s known as and the absence of the dedication to the cause,’’ said notoriously steep ‘‘Heartbreak Hill, shivering and turning blue Hill’’ in Sydney. Mr Churchill said he hoped the Melbourne run, to be held on November 13, would grow to rival Sydney’s race. Sydney’s City2Surf, which is now the world’s biggest fun run, began in 1971 with 2000 entrants. It is expected to raise $4 million for charity this weekend.

For full details and how to enter, go to thecity2sea.com.au

Movember staffers Chris Hill and Greg Rafferty get in some training down at St Kilda Beach with City2Sea competitor Josh Madden. PICTURE: JUSTIN MCMANUS

28 GLOBAL FUNDED PROJECTS

+ 18 weekend adviser MOVEMBER MAN

TALKING ABOUT DEPRESSION IS A POSITIVE FIRST STEP TO RECOVERY, WRITES NATHAN THOMPSON

THINK I’d known for years that something wasn’t right, but I never thought it was depression. I felt like I ‘‘should’’ be happy. Here I was — a successful AFL footballer with a great career; strong, fit and healthy. But I wasn’t, I wasn’t mentally healthy — and Ithat’s just as important as anything else in life. I had constant negative thoughts about myself. I’d go to bed at night and I couldn’t sleep. I’d stare at the ceiling and ruminate over things, mainly everyday stresses or thoughts that we all have, but I couldn’t switch them off. I’d end up shaking and wake up in a lather of sweat. I’d finally get to sleep, but then I’d have to get up to go to work, leaving me exhausted. When I was at my worst, suicidal thoughts were a day-to-day proposition for me. I didn’t think I was ever actually going to hurt myself, but I just couldn’t stop the thoughts. I’d spend the whole day thinking about it, and then at night I’d break down. As time progressed, I felt guilty and ashamed all the time. I felt like something was wrong with me, but I was scared and part of me didn’t want to find out what was going on. No one wants to be told there’s something wrong with them, so I tried to hide from it. I put up a false bravado and just tried to keep going. But it all came crashing down in 2004. I was vice- captain of the Hawthorn Football Club and I’d had a pretty bad year health-wise. It got to the point where it. Though he didn’t understand what was going on, mental health because it’s just as important as my health was terrible. It was a weekly proposition: his concern for me as a person overrode that of physical health. Creating awareness of depression and ‘‘Can I get out of bed and go to training?’’ a football coach. anxiety and breaking down the stigma is vital. It got to the point where I didn’t feel strong enough I went home that night and told my partner and my Men’s health charity Movember is a fantastic to keep going, and I was concerned that I was going to family. A few days later the football club held a press awareness campaign for men. Growing a mo is such a hurt myself. I no longer had the strength to deal with conference. I wanted to be honest with everyone and great way for us to show our support and encourage it. I felt so ashamed. I thought, ‘‘I’m a strong person, I thought, ‘‘If I tell the whole world, I have nothing left guys to speak to each other, to ask each other how we I can get through this’’, but I felt so weak and tired all to hide’’. are doing. The biggest issue I faced was a severe lack the time. I’d just had enough. At the time, I was such a confused person. I had no of communication about how I was feeling, but there I was at training one night when I broke down and idea why I was feeling the way I was, but I didn’t think is no need to feel ashamed. I just couldn’t get off the bench. My coach took me it was depression. I’d be lying if I said I wasn’t It’s important we understand that depression is into his office and said, ‘‘Right, tell me what’s going embarrassed. Telling my family, friends, team and the really common. There are so many people who are on’’. And, I pretty much just spilled everything on to public was a great first step. But it’s not like telling struggling with the same problems. If we create him — all the thoughts I was having and the danger people made me feel better — relieved, yes, but not awareness about depression and get rid of this stigma, I was in. He was amazing and told me my health was better. I felt like I had let a lot of people down. It was it will become OK for more people to talk about it. more important than the game and the club, and said a pretty tough day, but I got through it. And more people will speak up earlier, seek help and, he would support me in any way he needed to. I was diagnosed with clinical depression. It’s been hopefully, not reach the point where they break down. About a week earlier I had tried to broach the an interesting road to recovery. One of the most I always thought people would think less of me and subject with him, but two blokes with poor important things I have learnt is the need to take Nathan Thompson judge what I was going through, especially because communication — it was farcical! Looking back, control of my health. Sometimes we wait and hope spent years trying I was a guy and an AFL footballer. But as soon as though I tried to speak to my coach about how I was that someone is just going to fix us, but it’s a journey to hide from his I spoke up, I got nothing but support. feeling, I just couldn’t do it. And he didn’t really know and you are the one that has to take the first step. depression before If you are struggling, don’t be afraid to admit it. how to respond. He was a football coach, not a I’ve been working with beyondblue as an finally seeking help. psychologist, so he probably found it hard to know ambassador for four years. I speak to people Register for Movember at movember.com what to do or read the signs. But when he saw me throughout Australia about my personal experience PICTURE For information about depression and anxiety, break down at training, he made my health a priority. and my journey to recovery, to help eradicate the MANUELA CIFRA and where to get help, visit beyondblue.org.au I owe him a lot of gratitude for the way he dealt with stigma and encourage people to look after their or ph: 1300 224 636.

29 GLOBAL FUNDED PROJECTS social media At its core, Movember is a word of mouth campaign driven by in-person communication and reinforced through digital media. Movember is about story telling. It’s about each Mo Bro and Mo Sista embracing the cause and then choosing to share their personal participation story in a way that’s meaningful to them. Social change comes about as a result of powerful and personal story telling and this is where social media plays such an important role in Movember fulfi lling its objectives. It’s these shared stories that encourage others to take on the challenge as their owns and drive action on behalf of Movember. Through the sharing of photos, videos, thoughts and experiences, the Movember community is spreading the Movember message and it doing so changing the actions and attitudes of society.

218,588 MO BROS AND MO SISTAS FACEBOOK FANS

MOVEMBER FACEBOOK FANS/LIKES GL0BALLY

Europe 57,282 26% United Kingdom 43,181 20% US 34,934 16% Canada 28,167 13% Australia 21,355 10% South Africa 16,680 7% Ireland 10,917 5% New Zealand 6,072 3%

30 MO??! Is that even a Thank you @ I moustache you a gregrowen, are you question!” kakaramitk for being a Mo rockstar question.. Will you still wearing your and supporting the sashes?” cause. Enjoy the miss my mo when it’s “I don’t wa shave!” gone?” GLOBAL FUNDED PROJECTS “1 in 2 men will be it to be over #goodbyemove “The Quattro team diagnosed w/cancer, so “Almost time to has raised over $4k we greatly appreciate MO!! To MO or not to so far, help me get my total to $1000!” the support!” MO??! Is that even a “Thank you @ question!” sernovitz and of “MovemberAUS course to the Mo’s for Proposed to the making it happen!“So, final day How to Raise $100M girlfriend on Monday inof 30 Movember. Days” Startingwith the Mo! Now “As to wonder if I shan't keep that’s #molove! bit.ly/ “Love the mo- the sun the little chapsZFAcW for - Worth a “@Dan_EMU “#m “Thank you @ sets on the and all Mo’s who ervention at work. thos ernovitz and of a while“The longer. 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Reply to the MovemberAUS Sydney course to the Mo’s for“I moustache you a .ly/ tweet and include @ Gala! Syd, our Mo’s making it happen! question.. Will you @Mo better be bushier How to“Morning Raise $100M missTwerps my mo when it’s # a MovemberAUS to win than Melb’s!” “Sydney Airport in 30 Days” gone?” Terminal 3 Half way through shaving a signed bat.” clean shaven this “@MovemberUK I paused for Movember. morning! Thanks for I was thinking of a Viking funeral for my First and last time you supporting” #goodbyemovember will see me like this.” :)” “I’m a MoSista and “There are #MOVEMBERonly tomRicky Gervais night is the @ 2 stages to the “C’monGLOBAL let’s TRENDING see me year - #Movemberget to $300 it’s the last MovemberAUS Sydney ELLLO and PreperationTOPIC for dayMOVEMBER to donate” 1ST 2011 CHESTER! Movember”. In the Gala! Syd, our Mo’s latter stage” better be bushier than wait to see “Harvest the Mo or like the new look?” Melb’s!” Bros and Mo “Team nib Apotheca Bar has cracked the 31 “MovemberAUS Bring your A $50,000 mark for @ Proposed to the ” b girlfriend on Monday GLOBAL FUNDED PROJECTS events & activations Movember events are important vehicles for delivering a Movember experience to the community. By design, they are always fun events that engage, educate and excite those taking part. A Movember event can come in many guises – launch event, business lunches, Mo Run, end of month Offi ce Party or one of the offi cial Movember Gala Partés held around the world to thank Mo Bros and Mo Sistas for their Mo growing efforts.

32 GLOBAL FUNDED PROJECTS

33 GLOBAL FUNDED PROJECTS

A. Snopp Dogg, Musician ambassadors B. Malin Ackerman, Actress Each year, Movember is supported C. Trey Hardee D. Morgan Spurlock, Film Director by well-known personalities who agree E. Peter Crouch, English Footballer to come on board in an ambassadorial role. F. Mark Gable, Musician, Choir Boys The awareness they generate for the cause G. Kevin Connolly, Actor is pivotal to the campaign’s success. H. Adam Kleeberger, Rugby Canada Captain Ambassadors include politicians, sports stars, TV personalities, comedians, entertainers, musicians and high profi le businessmen. Going forward, Movember will continue to invest, develop and grow its Education and Awareness program, with a view to changing the actions and attitudes of men around the world.

A

B C D

E F G

34 35 36 ENGAGING THE MOVEMBER COMMUNITY

engaging the movember community bendimo – the mo that inspired a city objective MO BROS australia to increase awareness of men’s health IN ACTION When Australia’s city of Bendigo issues by encouraging participation announced that it was going to change in movember its name to BendiMo for the month of November, no one knew how big it was Movember has been built on a swell of mo bro martin crehan going to be. Over 300 Mo Bros and Mo Sistas enthusiasm from the ground up in Australia; from 39 local businesses and organisations and now the world. Starting with only ireland joined the offi cial BendiMo Network and 30 participants in 2003, it has grown to Film producer, Martin Crehan and his friends collectively raised $67,500. Everything a campaign which last year saw a worldwide decided to take part in Movember because from the town signs, to fi re trucks, to shop movement of over 854,288 Mo Bros and they thought it would be a great way to have windows started sprouting moustaches and Mo Sistas. Each one supported the cause a laugh and fundraise for a cause that they there were a number of Movember inspired and engaged in open and constructive believed in, not to mention being “an instant events throughout the month, bringing conversation, proving that men’s health conversation starter and a way to get served the community together and raising money is a global issue and one which people faster at the bar.” and awareness for men’s health. are concerned about. However, in 2010, just before Martin’s One of the highlights was the Bendigo inaugural Movember campaign commenced, Advertiser changing its name to the ‘BendiMo mo’s on the ground his father was diagnosed with prostate Advertiser’ for the month. The effect of engaging the mo community cancer. “The reality of the charity really hit the BendiMo initiative was felt throughout Each year, local communities embrace the home,” said Martin and, as a result, he wanted the region with total fundraising from moustache and get on board with Movember. to “help raise awareness of men’s health for Bendigo postcodes increasing from $76,000 The young, the old and everyone in between, Movember” through the medium he knew in 2010 to $144,483 in 2011. cities, suburbs and towns across the world, best – fi lm. can be seen doing their bit for men’s health. The levels and types of support vary from For the past two years Martin has teamed up one community to another but the combined with his friend and cameraman Mark Boland efforts play a vital role in helping Movember to produce some vivacious viral videos achieve its vision of having an everlasting for the Irish campaign. Drawing from his large impact on the face of men’s health. “little black book”, Martin has swayed some of Irelands most recognisable TV and sporting As a Mo Bro takes to the streets, he effectively personalities to lend their support to the becomes a walking, talking billboard for men’s campaign. The videos have chalked up over health. This is how the Movember message 25,000 views and have undoubtedly helped is spread each year. It is this passionate on the drive awareness for Movember and prostate ground action that gives Movember its edge cancer. Martin’s father underwent surgery and ability to make a real impact. for the cancer and received the ‘all clear’ and Martin remains a committed Mo Bro and producer of fi ne fi lm.

37 ENGAGING THE MOVEMBER COMMUNITY mo running by candlelight the battle of the titans mo bro thomas arnold united states new zealand new zealand It started with a man and his Mo in the US On Saturday the 12th of Movember an epic The 2011 Movember campaign had a very and it grew to encompass the entire town game of rugby was played, two titans of special Mo Bro take part in Thomas Arnold. of Davidson, North Carolina. First year Mo Bro the code – the mighty South Island went head Tom was diagnosed with testicular cancer Brian Helfrich knew he had to get involved to head with the staunch North Island in at the start of November and began with Movember when his father was diagnosed a grudge match worthy of the history books. chemo therapy that month. Even with with prostate cancer. Brian worked with his Kiwi celebrities, TV presenters, radio jocks, his own struggle Tom decided to register for brother Tim and their friend Chris to create sporting icons and brave Mo Bros banded the campaign to help promote men’s health. a series of Mo events to raise awareness and together to give the thousands of spectators Tom registered in the fi nal week of the funds throughout the month of Movember. at College Rifl es a sporting show they’ll Movember and within that week had become Leading the charge, Brian inspired the never forget. They pushed through the our second highest fundraiser with almost community of Davidson to take action. exhaustion that set in mere minutes after $12,000 fl ooding into his Mo space page. Summit Coffee, where Brian worked, served kick off, negotiated some very hairy calls An amazing effort from an amazing Mo Bro as the Movember hub for the town, hosting by questionable, but well- meaning, referees who unselfi shly put his personal challenges a series of events encouraging men to grow and battled it out on the fi eld, with the aside to help the NZ campaign. Tom has and women to support the Mo. Brian helped South trouncing the North in slippery since had a full recovery after fi nishing organize a big community event to kick conditions 17-7. chemotherapy and is ready to jump on the hairy Mo train again in 2012, a top kiwi fella! off the campaign- a Movember Twilight Movember Manager and self-appointed 5k race and concert. More than 200 runners captain of the South, Rob ‘chip n chase’ participated then celebrated with the Dunne was happy with the outcome, community at a live music event held “Movember successfully resurrected the old at Summit Coffee. inter-island match on Saturday. The match Soon, Brian had inspired more than was a throwback to the old days and it was 9,000 Mo-growers to join the Movember fantastic to see some terrible slap down movement. The community got creative in lineout ball and walls from tap penalties,” their Movember support and Mo Bro Gordon said Dunne. “Thank you to those who came Clark dressed his famous Pedicab with down to support the day, with a 12 month a three-foot wide moustache, most of the recovery period the boys will be fi t and ready junior class at Woodlawn High was seen with for a rematch in 2012.” some upper lip sweaters and all male baristas at Summit Coffee fl owed and showed their mo bro griff jones Mo’s for 30 days. united kingdom Mo Bro Brian brought his community Griff was diagnosed with testicular cancer together to raise awareness and funds for on 6th August 2009. Following 3 months men’s health though creativity and hard work. of chemotherapy he went into remission on the 22nd of December that same year. Two years later Griff and 36 family and friends joined together to raise funds and awareness of testicular cancer by participating in the 2011 Movember campaign. Griff and his supporters quickly became very passionate and active Mo Bros , to increase awareness of the campaign Griff decided to shared his story with both national and regional press. This included a regional piece with his football team and getting his kit off for the UK national newspaper the Daily Mirror for a candid look into men’s health. Griff shares his thoughts on the 2011 campaign, “There were 36 of us in the team and we raised over £2,000. All the kids in the school where I work loved seeing the teachers rocking their Mo’s and even a few of the year 11s got involved. Can’t wait for next year to hopefully get more in the team and raise more awareness.”

38 39 ENGAGING THE MOVEMBER COMMUNITY the mo means business case study THE MOVEMBER CAMPAIGN ENGAGES engaging the corporate world the macquarie group foundation MACQUARIE STAFF ON A GLOBAL australia LEVEL. FROM RELATIVELY HUMBLE Movember works alongside a large number BEGINNINGS WITH A HANDFUL OF STAFF of companies from all corners of the business The Macquarie Group Foundation is world, ranging in size from the relatively a good example of a strong and successful PARTICIPATING IN OUR AUSTRALIAN small, right up to some of the largest global Movember partnership. On board since 2008, OFFICES, 2011 SAW MORE THAN 450 corporations. The contribution and level of the Macquarie Group Foundation has helped STAFF ACROSS 25 OFFICES PARTICIPATING involvement may vary but every effort helps to take Movember’s men’s health message AND RAISING MORE THAN $A450,000 Movember work towards achieving its vision; global through its network of offi ces. FOR MOVEMBER. WHILE NURTURING to have an everlasting impact on the face of The Foundation has contributed more than THE COMPETITIVE SPIRIT AMONGST men’s health. $1.8 million over the last three campaigns; THE OFFICES, THE CAMPAIGN ALSO By its very nature, Movember acts as an which is an incredible effort. PROVIDES OUR STAFF WITH A PLATFORM excellent team building exercise. Staff of all The Macquarie Group Foundation once TO WORK TOGETHER FOR A COMMON levels, in different departments, across offi ces again matched, dollar for dollar, employee GOAL TO FUNDRAISE FOR MEN’S and sites, are brought together by the contributions to Movember. From Sydney HEALTH. WE’RE LOOKING FORWARD TO experience of growing a moustache. The result to Singapore and London to Toronto, ANOTHER SUCCESSFUL YEAR IN 2012. is some healthy competition - who can grow the moustache was in season at 25 Macquarie LISA GEORGE, HEAD, the best Mo, who can raise the most money, offi ces in 2011. Over 450 Macquarie staff MACQUARIE GROUP FOUNDATION which department or site has the most people registered and with the support of the registered; combined with some gentle ribbing, Macquarie Group Foundation raised more ensures that the month is kept lively; effortless than $475,000, with 132 Macquarie staff team fun all in the name of men’s health. raising more than $1,000. Macquarie Australia won the Movember Banking Challenge for the highest fundraising team in the banking sector.

what movember brings tothe table

CONFIDENCE EMPLOYEE IMPORTANT DONATIONS ARE EMPLOYER EMPLOYEE ATTRACTION BENEFITS HEALTH MESSAGES MAKING A BENEFITS ENGAGEMENT AND RETENTION TO ALL STAFF DIFFERENCE OF STAFF

PRIDE IN THEIR MIX WITH FUN AND CORPORATE ENHANCE STAND OUT COLLEAGUES ENJOYMENT VALUES COMPANY FROM INVOLVEMENT IN ACTION REPUTATION COMPETITORS

POSITIVE FEELING SENSE OF UNITE ALL HEALTH MESSAGE REAL FUN AND PART ACHIEVEMENT DEPARTMENTS DELIVERED TO COMMUNITY ENGAGING OF THE TEAM EMPLOYEES IMPACT WORKPLACE

40 ENGAGING THE MOVEMBER COMMUNITY case study To keep Movember on the tip of everyone’s case study tongue, team and individual photos were nvidia put up around the offi ces to inspire people deloitte united states to donate and spark a bit of friendly united kingdom Nvidia is a global technology company based competition amongst the staff. They also The partnership between Deloitte and in San Jose, California, which saw Movember created ‘mo-gress’ posters to drive awareness Movember is a notable example of what can as the ultimate way to build camaraderie and and keep the momentum up throughout the be achieved through collaboration. Movember have fun at the offi ce. In 2001, they supported 30 day journey. To reward their creativity organised a shave down in Deloitte offi ces Movember as part of their employee health and resolve, an ‘End of Tache’ party was held and we provided country gentlemen, video and wellness programs, led by Mo Sista, Laura at the end of Movember. This was a special equipment and moustaches in desperate need Clemmensen. awards ceremony in the Dublin offi ce which of a trim. The Movember team were great fun to work with and put in some strong Spurred by an incredible Movember included an X-Factor style judging panel that acting performances in our video entry to kick-off party that included a company-wide passed judgement on the best and worst the MOSCARS awards – a global competition presentation and shave-down in the main of the hairy affairs. run by Movember. We will be back – bigger quad, NVIDIA’s Movember movement resulted For the second year running HMH stayed and more luxuriant – next year. in 147 global participants raising just under in the top 10 fundraising teams on Movember $63,000 (up from 4 Mo Bros who raised Irelands leader board. They ranked 8th in the $985 in 2010). NVIDIA’s co-founder, Chris country, behind some of the country’s largest Malachowsky, who had been sporting a goatee employers such as Pfi zer, Microsoft, Google FOR US HERE AT DELOITTE, MOVEMBER for over 10 years, shaved it off and grew a Mo, and Dell. Their fantastic results show what can BEGAN A FEW YEARS AGO WITH even dying it green and carving an NVIDIA be achieved through creativity, determination A FEW BRAVE SOULS WEARING THE logo into his cheek. Now that’s Mo and whole-hearted participation. MOUSTACHE. WE GREW RAPIDLY INTO Commitment! 1139 PARTICIPANTS FROM ACROSS OUR NETWORK AS A RESULT OF POSTER case study MOVEMBER IS A GREAT WAY TO CAMPAIGNS, VIRAL MARKETING AND houghton mifflin harcourt RALLY EMPLOYEES TOGETHER AS THE WORD OF MO. WE INTRODUCED ireland SHORT WINTER DAYS ROLL IN. WE’RE A A COMPETITION BETWEEN THE FIRMS Houghton Miffl in Harcourt Dublin made RELATIVELY SMALL TEAM COMPARED AND IT WAS NECK-AND-MO TO THE END; a sterling effort for last year’s Movember TO SOME OF THE MULTI-NATIONALS THE UK FIRM WINNING BY A WHISKER. Campaign, using every weapon in their creative COMPETING AT THE TOP OF THE ACROSS THE WORLD, WE RAISED arsenal to raise funds, spread the word and fl y MOVEMBER LEADER BOARD, BUT THANKS AWARENESS OF MEN’S HEALTH ISSUES the Movember fl ag. They began by crafting TO THE ENTHUSIASM OF OUR MO BROS AND £236,593 FOR THE MOVEMBER their own Movember logo, or mogo, which AND SISTAS AND HMH’S GENEROUS they incorporated into their custom teaser CAMPAIGN LAST YEAR posters to spark awareness and stoke the fi res COMMITMENT TO MATCH ALL EMPLOYEE STEPHEN ADSHEAD of anticipation around the offi ce. DONATIONS, WE’VE RAISED OVER DIRECTOR AND CHIEF MO BRO, €16,500 IN THE LAST TWO YEARS. WHILE DELOITTE UK Their recruitment drive stretched across the MY FAMILY MIGHT COMPLAIN ABOUT Dublin offi ces, placing adverts on their most frequently used internal platforms as well MY UGLY SCRATCHY MOUSTACHE WHEN as stories in their company newsletter and MOVEMBER ROLLS AROUND EVERY YEAR, on their employee blog. This really brought THEY RECOGNISE THAT IT’S A SMALL PRICE the campaign to their whole company and TO PLAY FOR SUCH A WORTHY CAUSE. maximised involvement. EMMET O’NEILL DIRECTOR OF CREATIVE AND INTERACTIVE DESIGN, HMH

41 42 PARTNERS men’s health partners campaign partners One of the key ingredients of achieving Two brands can often be stronger than one our vision is the ability of our men’s health and collaborating with like-minded, relevant, partners to effectively identify and on-brand, innovative and exciting partners effi ciently manage world class Survivorship has been, and will continue to be, hugely and Research programs that deliver real important to Movember. The association and results. Given the reliance upon the men’s what is delivered as a result is truly valuable health partners, Movember invests a to Movember and not just from a monetary signifi cant amount of time and effort into point of view; the brand association, joint aligning strategies and building strong, solid promotion and resulting activation is often working relationships with each partner. of more value. Good collaborations are The selection of these partners is incredibly also a great way of delivering Movember important and Movember takes that brand values and expanding audience reach. responsibility seriously, making sure that The ability to ‘crossover’ a brand into in each case they are the most suitable new markets and attain instant credibility is organisation in their country. Those selected very important to the success of Movember, all agree and adhere to a strict set of criteria especially in light of the fact that the campaign which include: has a relatively short time in the limelight 01 each year. Corporate governance Each year, in order to support the existing 02 and future growth of the Movember Leadership campaign, Movember teams up with a number of partners, either as a major, 03 supporting or promotional partner. Outcomes achieved Partners are chosen for their fi t and relevance 04 to the Movember brand, their passion for Financial management the cause and appeal to the Movember target 05 audience. The Major Partners play a huge Alignment with the Movember vision part in growing the campaign each year. Each creates a fully integrated awareness The Movember team in each country campaign to support their involvement in has a close working relationship with their Movember which contributes powerfully to men’s health partners, meeting regularly the overall awareness campaign. and proactively seeking out information Partner involvement helps bolster on Movember funded projects. Keeping the participation of Mo Bros and Mo Sistas the Movember community informed and as a result funds and awareness raised of how their funds are making a difference through the campaign. Typically, partner is a key objective for the Movember team, activations include: especially outside of the immediate 01 campaign period. Movember prides itself on Providing goods and/or services that being an open and transparent organisation facilitate the growth and development and works to ensure that this is evident of the Movember campaign in the communication of outcomes. 02 real moustaches = real outcomes Enhancing Movember’s profi le through their advertising, PR and promotions The continued success of Movember is dependent upon showing the community 03 real impact from each program area: Engaging internal participation through Awareness & Education, Survivorship and customer and industry networks Research. Movember has a responsibility 04 to work with each men’s health partner Supporting and complementing to identify key programs and effectively the campaign rather than ‘owning’ it communicate them to the Movember 05 community. Support for Movember will Committing to monetary contribution which only continue if there is complete faith in assists in underwriting the fact that the money is being put to good the Movember campaign use and that further funds are required to continue the work that is being done. 06 Providing ‘money can’t buy’ experiences for prizes 07 Spreading Movember’s health messages throughout their own businesses, to their business partners, customers and friends

43 PARTNERS

toms x movember: the art of shaving: ruggedly regal philanthro – mo For the second year in a row, The Art of Shaving was back TOMS created a co-branded shoe as a Major partner for the 2011 for the Movember campaign. campaign, making them THE Be it the TOMS x Movember preferred barber of Movember ‘Classic’ or ‘Bota’, Mo Bros and US. Through their Barber Mo Sistas were able to show Spas, The Art of Shaving their support for the Mo on provided Mo Bros nationwide both their upper lip and stylishly with a place to enjoy a proper on their feet. shave for free on Movember 1 and a meeting place for Mo conversations throughout the campaign.

speed stick schick canada break (out your mo) Bushy, burly or barely there, The Schick Mo Bros & Mo Sistas Break Media, a leader in the Mo’s over at Speed Stick grew their support for Movember the digital media space, joined understand that keeping your last year with a team of 26 raising the partnership mix in 2011. head held high during Movember funds and awareness. They also BREAK helped spread the takes strength and perseverance. help keep Mo Bro’s closely shorn message of the Mo to their This is why last year they helped with incentive fundraising highly engaged community by Mo Bro’s to not sweat the small prizing, a cross Canada campus creating a Movember Channel stuff with some sweet choose- tour that trimmed Mo’s and kept across their network of sites, your-own adventure style vids. them neat and tidy and more. including six original pieces The moustachio’d main character Schick also gave the Mo’s the of engaging and funny video gets himself into some hairy ability to download and create content, as well as strong social situations and you choose their own license to Mo via their media initiative featuring both how he responds, like a country Facebook page. Getting hassle Facebook and twitter contests gentleman of course. For each from the boss over your Mo? asking their communities view of the video Speed Stick Not only did you have men’s to interact with ‘The Mo’. donated a dollar as well. Way health on your side but also your to rock it. own offi cial license to Mo, take that naysayers!

44 PARTNERS snickers bright emerald surfwear They also hosted Snickers were a major sponsor Bright’s BBQ products were Emerald Surfwear is a lifestyle the inaugural Emerald Surf of Movember NZ in 2011 for a new sponsor in 2011. A great brand representing all that Morning which took place in the third year running. Snickers partner Bright’s were out is good and great about life on Lahinch, Co Clare, where Emerald is true Mo growing fuel and to reward Mo Bros and Sistas Atlantic coast of Ireland. Emerald Surfwear has their fl agship store. the team made sure that who were supporting the is the only domestic company Despite water temperatures of thousands of Mo Bros and Mo Movember campaign. For some designing top quality surf and 11 degrees and gale force winds Sistas were running on a full of Movember’s best workplaces casual wear with a focus on over 50 people turned out in tank throughout the month. like Kiwirail and Ernst and Young Irish culture and Irish lifestyle. fancy dress to catch some waves The staff at Snickers were Bright’s put on BBQs to fuel the For Movember, they produced and create awareness for heavily engaged with the offi ce Mo’s and keep them on track. limited edition ‘enjoy the ride’ Movember within the surfi ng and warehouse taken over by Bright’s also supplied meat Mo surf tees for sale in two community and beyond. Prizes Moustaches throughout the packs and BBQs for Mo VIPs Emerald retail outlets and of Movember goodie bags, Month, and was again one of and prizing. through their online store in medals and custom Movember our highest fundraising teams. addition to shaping a Movember Emerald tees were awarded in surfboard which they gave categories ranging from best away through a very successful dressed to best wave of the day, online competition. which saw a dinner lady perform a 360 off one of the meanest waves of that morning!

bear bicycles Bear bicycles build beautiful handmade Dutch bicycles. In keeping with The Craft and The Pride ethos of the campaign, bear created 15 bespoke Movember bikes, 14 of which were sold to raise funds for Movember with the remaining one being donated as a prize bike worth more than €1,000. Like all Bear Bikes, the Movember bike was built by Dutch craftsmen, using only the highest quality components and was subtly and stylishly customised with Movember graphics. The bikes were used for some great PR opportunities as well as being promoted both in the Greenaer store in central Dublin and online. To celebrate the campaign and bring the Mo Bros of Dublin together Bear bikes, in conjunction with Movember and Greenaer, organised the ‘Bike like a Bear’ urban Mo ride mid-month which proved to be a great success and a fantastic way to promote Movember to the cycling community and through Dublin.

45 46 47 48 AUSTRALIA

australia a word from movember’s coo and men’s health australia’s chief mo bro, jason hincks TOP partners 2011 was my fi rst year at the helm of MO MOMENTS the Australian campaign and so it’s great to be able to report that we once again surpassed all expectations. For the ninth 01 The town of Bendigo offi cially changed consecutive year, Movember’s birthplace its name to BendiMo for the month experienced its most successful year to date; both in terms of participating Mo Bros and 02 Mo Sistas and funds raised. The world’s largest Mo castle was built on iconic Bondi Beach The level of funds and awareness of men’s health issues continued to rise in 2011; 03 Mo Movie nights were held across each with thousands of media hits being generated State; all of which starred a winning Mo during November alone across print, TV, radio and online. In addition to the editorial 04 coverage secured by the team, Movember A host of well known faces grew was also given over $2 million worth of free moustaches for the cause, led by advertising, highlighting the tremendous Mo Mentors Max Walker and Dennis Lillee support and high regard in which the cause 05 is held by the media as a whole. Team of Mo Bros from Abi Group cycled 2,000 Km from Brisbane to Melbourne The passion shown by Mo Bros and Mo Sistas across the whole of Australia was something 06 to behold. 2011 witnessed the committed Mo Became the offi cial charity partner of the community go to great lengths to help spread inaugural City2Sea event, put on by Fairfax the Mo message and raise funds. We saw 07 teams cycle the length of the country, towns Qantas plane sported a Mo for the month offi cially change their names for the month, 08 giant sand Mo-castles built and hundreds Partnered with Cricket Australia once of Movember events and parties held across again with a host of players growing the land. It will be a year I will never forget and I am extremely proud to have been a part 09 of something that is truly helping to change Launched the Movember Restaurant the face of men’s health, not only in Australia Challenge which saw culinary icons from but around the world. some of Australia’s top restaurants battled it out on the Mo fi eld australia results summary 2011 2010

Participation Registered Mo Bros and Mo Sistas 142,084 129,882 Number of individual donations 680,155 592,347

Funds raised Total funds raised $29,675,870 $25,589,686 Average raised per Mo Bro / Mo Sista $193 $182 Average donation amount $40 $40

Community awareness Movember media hits 5,728 8,858 Total visits to website 5.73 million 4.17 million Total page views of website 19.46 million 15.02 million

49 AUSTRALIA men’s health partner information The Prostate Cancer Specialist Nursing Program 02 Program is an initiative of Prostate Cancer Investing in our young talent in prostate In Australia, Movember partners Foundation of Australia (PCFA) and will cancer research Movember Young with the Prostate Cancer Foundation offer the thousands of men diagnosed with Investigators- An update and beyondblue: the national depression prostate cancer each year with accessible Movember has supported prostate cancer and anxiety initiative. specialist nursing care through the entire research through its partnership with PCFA cycle of treatment – from immediately after since 2004. A structured, competitive prostate cancer foundation diagnosis through to post treatment support. funding program was subsequently of australia (pcfa) Kicking off in 2012, the new service will established in 2007. More than 5 years The Prostate Cancer Foundation of Australia deliver 13 Specialist Nurses to metropolitan investment in research into prostate cancer (PCFA) has been a partner of Movember and regional hospitals in all states and has seen Movember grow into the second since 2004 and together we are working territories . largest prostate cancer research funding organisation in the country. towards a shared goal of reducing the impact Each nurse will work with the patient’s of prostate cancer on Australian men and medical team to provide ongoing support to Through PCFA’s Research Program, their loved ones. diagnosed men and their families. Part of the Movember has invested a total of nearly Together, Movember and Prostate Cancer Specialist Nurse’s role will be $32M into prostate cancer research in the PCFA are dedicated to: to assist patients in understanding their Australia. In 2011 alone, $5M was allocated to 15 research projects that aim to discover 01 diagnosis and treatment plan, coordinating Funding important, world-class Australian their care and accessing relevant services. better diagnostic tools, new therapies and research into the cause, diagnosis, Julie Sykes, PCFA’s National Manager for the improved ways of delivering treatments. prevention and treatment of prostate cancer Prostate Cancer Specialist Nursing Program, This Research Program has now funded more than 120 bright scientists nationwide, 02 says the service will deliver a new level of Providing information, support and advocacy care that has been diffi cult for diagnosed including early career, young scientists; to those affected by prostate cancer men to access until now. established, senior prostate cancer scientists; and senior scientists from other fi elds that 03 have now extended their research efforts Raising community awareness SOME MEN WHO HAVE BEEN into prostate cancer research. This support about prostate cancer DIAGNOSED WITH PROSTATE CANCER has enabled our researchers to pursue their HAVE FOUND IT DIFFICULT TO ACCESS ideas, patent their discoveries and progress PCFA receives limited government funding, clinical trials. instead relying on the generosity of the A VITAL ELEMENT OF CARE – THAT Movember community and partners like IS STRUCTURED CONTACT WITH The majority of Movember Young Movember to provide and grow its vital A HEALTHCARE PROFESSIONAL WHO Investigators have, in a relatively short time, become independent and successful scientists. services across Australia. CAN GUIDE THEM THROUGH EVERY STAGE OF THEIR PROSTATE CANCER Dr. Renea Taylor, Dr. Grant Buchanan, Program 01 JOURNEY. THESE NURSES HAVE BEEN Prof. Daniel Galvao and Dr. Jeff Holst Movember funds Australia’s fi rst SPECIALLY CHOSEN AND TRAINED were the fi rst young scientists funded by prostate cancer specialist nurses Movember in the inaugural funding round TO FILL THAT ROLE. One of the key program launches for (2007-2008). Total Movember support JULIE SYKES, NATIONAL MANAGER for these bright promising scientist amounts Movember in 2012 was the unveiling of the FOR THE PROSTATE CANCER SPECIALIST Prostate Cancer Specialist Nursing program. to a total of $2.86M. It’s a program that the organisation is very NURSING PROGRAM, PCFA Today all four of them head their own proud of and knows will make a tangible independent laboratories and have secured difference to the lives of those effected millions of dollars (i.e. $8.2M in 2011 alone) by prostate cancer. in leveraged funding from government funding organisations and other sources. Fragmented and piecemeal care for Australian men diagnosed with prostate cancer is set to become a thing of the past with the launch of Australia’s fi rst national Prostate Cancer Specialist Nursing Program, funded by Movember.

50 AUSTRALIA

The highlight of 2011 was the publication At the time of prostate cancer diagnosis Associate Professor Daniel Galvão is an of Dr. Jeff Holst’s work which received we are currently unable to predict or identify exercise scientist at Edith Cowan University a lot of publicity. Jeff and his team at the cells which have already spread, and we don’t in Western Australia and Movember Young Centenary Institute, in a study published in understand how this spread occurs. To fi nd Investigator since 2008. He was promoted Cancer Research, found that prostate cancer this out, Grant and his team is focusing not to the Associate Professor level in 2010 cells have more nutrient pumps than normal. just on the cancer cells themselves, but on and appointed Director of the University’s This allows the cancer cells to take in more the surrounding ‘architecture’ of the prostate Health and Wellness Institute shortly of the amino acid leucine and outgrow which they think plays a key role. It may be thereafter, an outstanding achievement normal cells. These fi ndings make the basis that the environment the cancer cells fi nd for a Young Investigator where he has both of the development of new therapy that themselves in is equally important as the cells research and operational responsibility. would be aimed at starving cancer cells themselves. Consequently, Daniel established a defi ned thereby slowing or even eliminating the As a postdoctoral trainee, Dr. Renea Taylor, leadership role within the Institute’s research spread of the disease. was ranked in the top 10% of international group and activities, providing a link Jeff heads his own group and has maintained researchers based upon her ranking and between clinical and basic science research an exceptional level of productivity scores obtained in programmatic peer that emphasises advanced biomedical clinical throughout his 8 years of postdoctoral work review of her Department of Defense translational applications. with 19 peer-reviewed papers published in research applications. Renea has published The work by Daniel’s team has facilitated some of the most reputable journals in the fi eld a total of 25 articles over her career, 8 of the use of exercise as an important strategy such as Nature Immunology, Nature Methods, which were supported by her Movember to mitigate treatment side effects and Journal of Cell Science and Science Signaling, Young Investigator grant. She is by far one improve quality of life in prostate cancer Nature Biotechnology, Cancer Research and of the most competitive mid career prostate survivors. His early work highlighted the Molecular Cancer. Since 2008 Jeff has received cancer researchers. Since 2008 Renea has important physiological and psychological Chief Investigator A grants and fellowships secured more than $3M in leveraged benefi ts that could be derived from exercise totalling more than $1.8M. funding through competitive government when undertaken during or after traditional Dr. Grant Buchanan, who now heads schemes. Recently, Renea was awarded cancer treatment. His team has also his own laboratory and is about to wrap an NHMRC grant as a sole investigator. discovered a rapid loss of bone and lean up second year studies in Medicine, Renea has generated a body of work that mass and increased total body fat following has in the past year generated nearly describes the tumour potential of stem androgen deprivation for prostate cancer. $2M of additional income from a variety or progenitor cells (these are not the same Dr. Galvão has established numerous of organisations. This includes three as embryonic stem cells), isolated by their cell national and international collaborations research grants as principal investigator and surface marker, CD133, under the infl uence since 2001 and is in the forefront of exercise one fellowship. His research team currently of different stromal microenvironments. related cancer research in Australia. numbers 7 individuals, with two adjunct These results contribute to the current debate university postdoctoral fellows providing on the cancer-cell-of-origin in prostate cancer. additional input. He has generated new In 2011 Renea was awarded another approaches, skills and collaborations, 20 project grant, this time as a senior publications in peer reviewed journals such researcher, through PCFA’s Research as Cancer Research, J Biol Chem, Clinical program. This project focuses on improving Cancer Research, Molecular Endocrinology, our understanding of the biological events Prostate, PNAS, FASEB J etc. Grant believes that lead to the development of advanced that the stability of Movember funding prostate cancer otherwise known as through PCFA’s Research Program facilitated ‘castrate-resistant prostate cancer’. both capacity and fl exibility in that genesis. Dr. Taylor and her team believe that the cells surrounding the cancer cells, known as the stromal cells, respond to hormonal (androgen) withdrawal in a way that may actually help the tumour grow. Understanding how this process occurs may allow scientists to design hormone therapies that treat prostate cancer more effectively.

51 AUSTRALIA beyondblue: the national depression In moving forward, the info line is looking Examples of information resources to expand its services, based on a survey 01 and anxiety initiative of 700+ consumers of whom 70% indicated Funds raised by the Movember community Hey Dad – The First 12 Months that they would call a counselling service if Provides information, including a checklist are allowing beyondblue: the national it existed. The proposed expansion includes: depression and anxiety initiative to carry for dads, on how they are travelling during out a number of key programs that are 01 the fi rst 12 months of fatherhood. short term solution focussed counselling making a tangible difference to the lives 02 of men and their families. This is hugely 02 Depression in Men: important when you consider that one online counselling Fact Sheet Number 12 – is available in in eight men in Australia will experience 03 print or on line, provides information about depression in their lifetime, and one in ten counselling provided by male counsellors depression in men including signs and men will experience an anxiety disorder symptoms and where to get help. in any one year. Program 02 In increasing the effectiveness of the Together, beyondblue and Movember are beyondblue’s men’s mental health research information resources, beyondblue will be working to create awareness of depression, independently evaluating the men’s specifi c anxiety and related conditions, and to break beyondblue’s National Priority Driven information resources to understand down stigma, which can sometimes prevent Research Program is a national competitive the audience and reach, the effectiveness men speaking up, and getting treatment. grant funding program that aims to fund of the resources, their impact and to seek Funds raised by the Movember community clinical and applied projects that: independent advice on how they can be have been dedicated to improving men’s 01 improved – including delivery platforms. health in rural, remote, regional and metro address signifi cant gaps in knowledge beyondblue CEO Kate Carnell AO praised areas across Australia. 02 Movember for its continued support of provide evidence to drive improvements beyondblue initiatives and programs and movember’s investment in in prevention, early intervention and thanked Movember for its continued interest beyondblue’s men’s health programs treatment and in men’s mental health. Program 01 03 beyondblue’s Info line provide sound evidence to infl uence THE PARTNERSHIP BETWEEN Established in 2006 through Movember policy development and promote change. MOVEMBER AND BEYONDBLUE HAS funds, beyondblue’s information and beyondblue in partnership with Movember, referral line continues to play a critical role has been able to invite submission from BEEN A LONGSTANDING AND FRUITFUL in providing information and referral on experts looking at three key groups: older ARRANGEMENT THAT HAS HELPED MANY depression and anxiety to people across men; youth/young adult males; and men THOUSANDS OF MEN GET THE SUPPORT Australia. The info line operates 24 hours in the perinatal period. The outcomes FOR MENTAL HEALTH CONDITIONS a day, 7 days a week and is the cost of of this research will continue to drive greater THAT WOULD OTHERWISE HAVE NOT a local telephone call. improvements in reducing the impact of BEEN AVAILABLE TO THEM. I WOULD In 2010, the info line continued to serve depression and anxiety, in particular for men. LIKE TO THANK MOVEMBER FOR ITS as an invaluable resource as indicated CONTINUED SUPPORT OF BEYONDBLUE by the following statistics: Program 03 beyondblue’s men’s AND ITS INSPIRATIONAL WORK 01 information resources THROUGHOUT THE COMMUNITY. receiving 55,000 calls Through Movember funding, beyondblue KATE CARNELL, CEO, 02 has been able to develop a comprehensive BEYONDBLUE: THE NATIONAL 30% of callers were male range of information resources for men DEPRESSION AND ANXIETY INITIATIVE 03 around depression and anxiety. The 15 40% of calls are about or by men. resources, ranging from fact sheets to audio books, provide general information around The info line service, supports people depression for men, as well as specifi c areas in taking that important step in seeking such as information for new dads, depression help for depression and anxiety. Given that and prostate cancer and men going through half of the calls are from people seeking separation. information about their own mental health, the info line continues to be a hugely Available online or through the info line, important resource to achieving Movember these resources continue to be well received and beyondblue’s goals. by the community with 800,000 being produced and distributed so far during the 2012 fi nancial year.

52 AUSTRALIA partnerships ambassadors Two brands can often be stronger than one Each year, Movember Australia is lucky and the Australian campaign was lucky enough to be supported by well-known enough to be supported by some great, faces from all walks of life, including like-minded, relevant, innovative and the world of sport, politics, entertainment exciting partners in 2012. and business. We’re incredibly grateful for the time given and commitment shown by every well known Mo who supported major partners us in 2011. Dennis Lillee, Cricket legend Max Walker, Cricket legend Wally Lewis, Rugby legend Lehmo, Comedian and presenter Mark Gable, Choir Boys Robert de Castella, Marathon man Ash Williams, Radio presenter Damian Walshe Howling, Actor Geoff Ogilvy, Golfi ng Champion Bondi Rescue boys Brett Bucher, Surfer Dan Tehan, MP Grant Smillie, DJ James Ash, Rogue Trader supporting partners Matt Skinner, Chef and Sommelier Nathan Thompson, AFL star Paul Harragon, Rugby Champion Tom Harley, AFL Steve Crombie, Adventurer Felicity Harley, Journalist Gorgi Coghlan, Presenter Lizzy Lovette, Presenter Kate Peck, Presenter

53 54 NEW ZEALAND

new zealand a word from new zealands’s One of the highlights of the campaign was the involvement of All Black Captain, men’s health chief mo bro, robert dunne Richie McCaw, who registered and grew partners 2011 was Movember’s sixth campaign a Mo for the campaign. Richie was fresh in New Zealand and was a huge success; off winning the Rugby World Cup and once surpassing all expectations in terms of the dusted had settled he pulled out the razor participation numbers and funds raised. to start the month clean shaven. His support It was a big year with the Rugby World Cup was an incredible boost to Movember’s being hosted in New Zealand during the run awareness drive and the team is hugely up to Movember, closely followed by the grateful to him for loaning us his upper General Election in November itself. Despite lip for the month and helping to spread the these major events Movember managed to men’s health message across New Zealand. achieve signifi cant growth. 13,146 Mo Bros 2011 was a huge success due to the amazing and Sistas registered, up from 9,497 in 2010, Mo Bros and Sistas who do so much during and NZ$1.5 million was raised, up from the campaign. Movember is humbled by this $934,572 the previous year. amazing Mo community and look forward The campaign saw passionate Mo Bros and to seeing you all again in 2012! Mo Sistas sign up right across the country. Mo teams in the workplace continued to be a real strength, with corporate teams in Auckland like Vodafone and Ernst and Young TOP participating alongside Radio Sports farming MO MOMENTS show in Dunedin who eventually were our highest fundraising team with over $25,000 generated. Jamie McKay of the farming show led the huge support that the media gave 01 Rugby World Cup winning captain the campaign with almost double the amount of coverage as 2010. Richie McCaw signs up for the campaign Movember in the community also continued 02 to thrive in 2011. Nowhere more so than Great support from some of NZ best known Mo town TiMoru, led by Richard Brown a keen personalities including Brendan Pongia Maz group of Mo Bros and Sistas formed Movember Quinn, Jay Reeve, the Wellington Phoenix New Zealand’s fi rst local committee. The team and Grant Nisbett put together an event to support the campaign 03 every weekend and fi nished with the TiMoru The rise of the rural community participating Gala. Collectively the town raised well over in Movember led by Radio Sports Jaime $20,000 and a huge amount of awareness McKay and Farming show who was the top of Movember and men’s health. team raising over $25,000 04 new zealand results summary 2011 2010 Increased coverage in the media with over 400 Media hits led by front page article in the NZ Herald and 4 page feature in M2 Magazine Participation 05 Registered Mo Bros and Mo Sistas 13,134 9,497 Timaru renaming town to Ti-Mo-Ru for the Number of individual donations 45,580 29,031 month of Movember with the Ti-Mo-Ru network raising over $20,000. Funds raised 06 Total funds raised $1,427,133 $934,572 410 media hits Average raised per Mo Bro / Mo Sista $109 $98 Average donation amount $31 $32

Community awareness Movember media hits 298 255 Total visits to website 2.77 million 1.66 million Total page views of website 1.8 million 1.08 million

55 NEW ZEALAND men’s health partner information how the funds are being spent Experiences of Men with Cancer In New Zealand, the Movember campaign Genetic and Genomic Technologies: Last year Heather Heron-Spiers, a psycho- raises funds for the Cancer Society and the can they help us to improve survival oncology researcher in Palmerston North, Mental Health Foundation. from prostate cancer? began gathering information as to how Professor Lynnette Ferguson of Auckland many men were using psycho-oncology cancer society University is leading this project. services – either that provided by the DHB or through agencies such as the Cancer The Cancer Society continues to be New Prostate cancer comes in different forms. Society of New Zealand. Zealand’s leading organisation dedicated to Many New Zealand men with prostate reducing the incidence of Cancer and ensuring cancer have a slow- growing form which One provider told Heather “I’ve been a Cancer the best cancer care for New Zealanders. may be more appropriately monitored rather co-coordinator for over a year and have yet than treated, while others have more invasive to be contacted by any male cancer patient. With a head offi ce in Wellington, six In general it’s women who seek our help”. regional offi ces and 15 centres throughout disease that would benefi t from early, the country the Cancer Society are ideally set aggressive treatment. As part of this data gathering phase Heather up to working with Movember on a shared The ability to distinguish individuals at high also interviewed a number of men diagnosed goal of reducing the impact of prostate cancer risk of developing prostate cancer may enable with cancer, mainly prostate, to ask them why on New Zealand men and their loved ones. targeted use of cancer prevention resources they had or had not accessed any support including dietary and lifestyle advice. This services. Heather’s work has already produced Together Movember and important information on how men feel about the Cancer Society and dedicated to: research team proposes to consider the genetic characteristics of those patients with aggressive the services as well as a greater understanding 01 disease, identifi ed using established pathologic of the sources of their distress. Funding important, world class New Zealand criteria, in comparison with more indolent Part Two of her project (analysis of the data research into the cause, diagnosis, prevention disease cases and unaffected controls. and further interviewing of men) has begun. and treatment of cancer They will study both inherited mutations, and The research will be completed in 2013. 02 those that arise during cancer development. Providing information, support and This genetic signature would enable them to advocacy to those affected by prostate cancer test members of affected families for prostate THE CANCER SOCIETY IS EXTREMELY 03 cancer risk, and also identify those who would PROUD TO BE ONE OF MOVEMBER’S Raising community awareness benefi t from curative treatment immediately MEN’S HEALTH PARTNERS. THE about prostate cancer upon diagnosis. PARTNERSHIP IS NOW IN ITS 4TH YEAR Professor Ferguson already has preliminary AND IS ALLOWING THE CANCER SOCIETY evidence that shows that the risk of prostate TO REACH WHAT IS TRADITIONALLY cancer is associated with particular genotypes. A TOUGH GROUP TO ENGAGE, MEN! However, the database is still insuffi cient THE MOVEMBER CAMPAIGN CONTINUES to carryout stratifi ed analysis based on histopathology of the disease. Therefore, TO BREAK DOWN BARRIERS AND the research team’s aim is to expand their ENCOURAGE MEN TO THINK ABOUT prostate cancer database to reach their targets. THEIR HEALTH AND ACKNOWLEDGE THE NEED TO BE PROACTIVE. THE FUNDS RAISED FROM THE MOVEMBER CAMPAIGN ALLOW THE CANCER SOCIETY TO PUT A STRONGER FOCUS ON A DISEASE THAT KILLS ALMOST 600 KIWI MEN EACH YEAR AND PLAY OUR PART IN HELPING MOVEMBER CHANGE THE FACE OF MEN’S HEALTH DALTON KELLY, CEO, CANCER SOCIETY

56 NEW ZEALAND mental health foundation DEPRESSION IS ONE OF THE MOST partnerships at work COMMON MENTAL HEALTH PROBLEMS The Mental Health Foundation of New Zealand is an organisation driven to ensuring that AND ALTHOUGH THERE MAY BE FEWER individuals, communities and organisations STIGMAS ASSOCIATED WITH MENTAL major partners work to improve and sustain their mental ILLNESS THAN THERE USED TO BE, THERE well-being and reach their full potential. CAN STILL BE A RELUCTANCE TO Funds raised through the Movember 2011 ACKNOWLEDGE PROBLEMS AND SEEK campaign have been used to signifi cantly HELP – PARTICULARLY FOR MEN. increase awareness of men’s depression WE KNOW THAT 1 IN 8 MEN AND 1 IN 5 supporting partners through the Mental Health Foundations ‘Out WOMEN ARE LIKELY TO EXPERIENCE of the Blue’ campaign. DEPRESSION AND THE MENTAL HEALTH FOUNDATION IS COMMITTED TO how the funds are being spent REACHING THEM WITH INFORMATION Christchurch Men’s Health Centre AND SUPPORT The Mental Health Foundation works JUDI CLEMENTS, CEO, very closely with a number of organisations MENTAL HEALTH FOUNDATION in Christchurch. The Christchurch Men’s Centre lost its offi ces during the earthquakes; this did not however stop the Centre from continuing to do great work to support men in Christchurch even though they only moved back into a new offi ce in March 2012. The Centre’s major project last year was the publication of a health and wellbeing resource book for men in Canterbury - ‘The Blokes Book.’ Movember funds were used to ensure widespread distribution of the booklet. The initial 20,000 have all been circulated and a second print run of 30,000 has been commissioned.

ambassadors Movember New Zealand was fortunate enough to be supported by the following well known faces in 2011. Richard McCaw John McBeth Mike King Brendan Pongia Maz Qiunn Jay Reeve Will Hall Wairangi Koopu Grant Nisbett Daniel Weetman Jo Holley Jan Maree Jared Hoeata Kenny Lynn Colin Mathura Jeffery

57 58 UNITED KINGDOM

united kingdom a word from uk’s general men’s health manager, justin coghlan TOP partner 2011 saw Movember in the United Kingdom MO MOMENTS surpass a quarter of a million registered participants, the largest number we have to date seen globally in one country. From 01 the £11.6 million raised in 2010 we have, The UK received more than 1.1 million in 2011, raised over £22 million. Testimate individual donations in 2011 which was over to these incredible numbers were the quality a third of the total global donations made moustaches grown, fundraising efforts and masses of awareness generated by the 02 Movember community across the nation. A total of 3,028 unique pieces of media were secured across print, online and broadcast MoBros and Sistas roamed proud from with a total Estimated Advertising Value Northern Ireland to Scotland, the outer Isles of £79,376,561 and the Channel Isles, Wales and England, as walking talking billboards for men’s health. 03 These walking talking billboards spread The Operations team took over 6,300 campaign the word on the etiquetete of the country calls during October, November and December gentleman and the time now known as as well as responding to over 10,000 emails Moustache Season. 04 Outstanding support from our partners, Movember 1st saw Movember messaging the media and countless ambassadors ensured in multiple National Television broadcasts that Movember and the men’s health message reaching over 6.5 million viewers was heard across the lands, from the corridors 05 of power at Westminster to the home dining More than 150,000 pieces of mail were tables of brave moustachioed men and their sent nationally including, posters, donation supporters, through the power of a moustache, boxes, party packs and poster packs and “let’s change the face of men’s health”. ad hoc ‘mo love packs’ Thank you, from all of us here at MO Europe 06 HQ, to everyone that supported and contributed A total of 81 events were held across the UK, to making Movember 2011 a remarkable including 11 Gala Partes including new events experience with remarkable results, in particular in Aberdeen, Manchester and Birmingham those men who roamed proud during November, sporting their face grown, hand brushed 07 moustaches, and those who encouraged, Signifi cant growth in social media supported and donated to their facial growth. following and use as an engagement and communication tool 08 2011 2010 The Prostate Cancer Charity saw a 57% united kingdom results summary increase in their monthly web traffi c during Movember 2011 which the attribute to Participation the campaign Registered Mo Bros and Mo Sistas 253,193 111,837 09 Number of individual donations 1,129,890 558,940 A partnership with Wilkinson Sword enabled 26 shave events amongst key communities including premier football clubs, the media and Funds raised fi nancial sectors as well as creative industries Total funds raised £22,030,746 £11,454,268 10 Average raised per Mo Bro / Mo Sista £87 £113 Amongst numerous high profi le Mo growers Average donation amount £19 £23 a highlight was player and club support from premier league football clubs Stoke City Community awareness and QPR Movember media hits 3,028 1,718 Total visits to website 10.55 million 5.16 million Total page views of website 37.80 million 16.99 million

59 UNITED KINGDOM men’s health partner information In 2011 the Helpline received 5,200 calls and IT IS WITH GREAT PLEASURE THAT I GET 1 in every 5 of these calls was from women TO THANK THE 254,000 MO BROS In the UK Movember partners with Prostate supporting a man with Prostate Cancer. AND SISTAS WHO PLAYED A CRITICAL Cancer UK and the Institute of Cancer November is their second busiest month after Research, the money is channelled by these ROLE THE CONTINUED FIGHT AGAINST Prostate Cancer Awareness Month, and they PROSTATE CANCER IN 2011. Men’s Health partners into a number of answered over 500 calls in Movember 2011. world class and innovative initiatives A survey conducted by the charity in 2011 WITHOUT THE SUPPORT OF MOVEMBER focussing on two areas; Survivorship and showed exceptionally positive feedback where WE WOULD NOT BE ABLE TO CONTINUE Research. 100% of respondents said that the nurses TO FUND INNOVATIVE RESEARCH explained things in a way that could be easily OR PROVIDE SUPPORT AND cancer cancer uk understood at a time when they needed it. INFORMATION TO MEN AT A TIME 2011 was Movember’s fi fth year in the UK Program 02 WHEN THEY NEED IT MOST. and our work with The Prostate Cancer Research Charity has continued to make signifi cant AS A RESULT OF MY FIRST YEAR AS developments, funding pioneering research Dr Roberto Alonzi, a Consultant Clinical A MO BRO, I NOW KNOW FROM and the delivery of leading support and Oncologist at the Mount Vernon Cancer PERSONAL EXPERIENCE MOVEMBER IS information programmes. Centre in Northwood in Middlesex, is just one NOT JUST A HUGELY SUCCESSFUL WAY researcher to feel the benefi t of Movember Money raised by Mo Bros and Mo Sistas OF RAISING MUCH NEEDED FUNDS THAT money. Over the next three years, he will be enables The Prostate Cancer Charity to not leading potentially signifi cant research into WILL HELP TO SAVE LIVES BUT ALSO A just invest in the best research, but focus on improving the effectiveness of radiotherapy REALLY EFFECTIVE CAMPAIGN TO GET supporting the best people in the best places. in the treatment of prostate cancer, which MEN OF ALL AGES THINKING ABOUT These projects have already produced could have a very signifi cant impact on men THEIR HEALTH IN A WAY THAT THEY inspiring results and they continue to invest who will be diagnosed and treated for the HAVE NOT DONE BEFORE. in ground breaking research with 31 projects disease in the future. active in 2011 giving men, and their families, IT IS A SAD FACT THAT MEN’S HEALTH hope for the future. Roberto and his team have already identifi ed HAS TOO LONG BEEN NEGLECTED AS that by increasing oxygen levels in patients The charity provides their support and AN ISSUE, BOTH IN TERMS OF receiving radiotherapy to treat bladder cancer information resources in a range of ways, INVESTMENT IN RESEARCH AND IN can improve survival rates, and so they including their website which continues to are now using their grant to see whether AWARENESS. PROSTATE CANCER HAS see steady increases in traffi c -providing easy the same technique can be applied to prostate CERTAINLY BEEN SUBJECT TO THIS access to information for men affected by cancer, by combining high-oxygen gas and LEGACY OF NEGLECT AND MOVEMBER Prostate Cancer. During Movember 2011 they vitamin B3 with radiotherapy. IS A MASSIVE PART OF HELPING US TO saw a specifi c surge in web traffi c which was REDRESS THIS BALANCE AND PUT MEN’S 57% higher than an average month. Speaking about his research, Dr Alonzi says: “Continued research into prostate cancer HEALTH FIRMLY IN THE SPOTLIGHT. The Prostate Cancer Charity believes that is absolutely vital. We certainly don’t have OWEN SHARP working with Movember has also resulted all the answers and we need to make sure we CEO THE PROSTATE CANCER CHARITY in a huge shift in the media attitudes toward are progressing on all fronts. We need to keep prostate cancer and in 2011, coverage improving surgical and radiotherapy techniques of the disease rose by 107%. and drug technology to treat as many men In line with the campaign growth in the as possible, and where successful treatment is the institute of cancer research United Kingdom, The Prostate Cancer Charity not possible, we can greatly improve a man’s In the UK Movember continues to contribute has been able to make parallel strides in their quality of life. This is why facial hair is so funding to The Institute of Cancer Research’s own growth and capacity to effectively reach critical to my work and the other researchers which specifi cally funds research into male many more men. The Charity also continues part of the Charity’s research programme. cancers. In particular this looks at studying to show ongoing support and involvement in Without the support of all Movember’s the genetic basis of testicular cancer. the development of Movember’s own Global Mo Bros and Mo Sistas, research programmes Professor Nazneen Rahman and her team Action Plan. would never even get and running. But thanks have collected samples and information to the funds raised through Movember from almost 3000 men with testicular cancer, Program 01 including over 300 families in which more Survivorship last year, we really are on the road now to changing the face of men’s health.” than one individual has developed testicular The specialist nurses at the charity have cancer. Their research has been extremely continued to deliver their excellent helpline successful and recognised internationally service funded by Movember funds. as the leading group in this area. The uniquely trained team provides New technologies are now providing one-to-one support for men dealing with unparalleled opportunities to make new complex questions and diffi cult issues with discoveries and using new DNA sequencing some calls often lasting up to an hour. technology they are now able to analyse all 20,000 genes (called the ‘exome’) in months at a cost of £1000. Previously, this would have taken years and would have cost hundreds of thousands of pounds.

60 UNITED KINGDOM

Using support from Movember the ICR also partnerships at work ambassadors purchased a new sequencer which allowed them to undertake exome analysis in three Mo Farah, 5000m World Champion families that each has multiple individuals major partners and top British athlete with testicular cancer. The experiment went Stoke City FC, English Premier League team extremely well and has resulted in millions Queens Park Rangers FC, English Premier of data points that they are now analysing to League club including players like try to discover the genetic cause(s) of familial Joey Barton, Jamie Mackie, Clint Hill, testicular cancer. Analyses have identifi ed Anton Ferdinand and Shaun Wright-Phillips several genes of interest and the team now Stephen Fry, actor, comedian, author, presenter aim to undertake follow-up studies of these highlighted genes in their full series of Jamie Theakston, Heart FM and TV presenter testicular cancer cases. They are now extending Chris Robshaw, England and Harlequins Captain the exome analyses to further testicular cancer Mouritz Botha, England and Saracens lock families and are highly optimistic that this will Ray Wilkins, England and Chelsea legend lead to the identifi cation of new genetic causes of testicular cancer, and that in turn will lead Gary Lineker, England legend and Match to improved diagnosis and management for of the Day presenter patients with the condition, and their families. Ronnie Irani, Former England and Essex cricketer The ICR has recently appointed Dr Clare Turnbull as a member of Faculty. Due to Sam Waley Cohen, top jockey commence in the autumn she will lead a GB Rowing Team research team focusing specifi cally on testicular GB Taekwondo Team cancer and she and Professor Nazneen Rahman supporting partners aim to undertake further research, making use of the extensive high-specifi cation laboratory and computing facilities at ICR. Dr Turnbull is also a clinical consultant at the Royal Marsden Hospital specialising in families with genetic cancers and will therefore be ideally placed to translate the research fi ndings into the clinic for patient benefi t.

MOVEMBER’S SUPPORT HAS ENABLED US TO PURCHASE A NEW SEQUENCER WHICH WE HAVE USED TO UNDERTAKE GENETIC ANALYSIS IN FAMILIES THAT HAVE MULTIPLE INDIVIDUALS WITH TESTICULAR CANCER. ANALYSIS HAS IDENTIFIED SEVERAL GENES OF INTEREST AND WE ARE NOW RESEARCHING THESE IN ORDER TO TRY AND DISCOVER THE GENETIC CAUSE(S) OF FAMILIAL TESTICULAR CANCER. MOVEMBER FUNDS ARE CERTAINLY MAKING A DIFFERENCE IN OUR FIGHT AGAINST TESTICULAR CANCER. PROFESSOR ALAN ASHWORTH CHIEF EXECUTIVE OF THE INSTITUTE OF CANCER RESEARCH

61 62 IRELAND

ireland Now a truly national campaign the moustache roamed proud throughout men’s health the land. From the waves off Lahinch to TOP partners the turf of Fairyhouse’s winner’s enclosure, MO MOMENTS from international rugby and soccer stars to the Mo Bro delivering your mail the moustache’s mission to change the face 01 of men’s health was never so evident across The campaign expanded into the regional areas Ireland. With such strong registration growth where the fi rst offi cial launch and Gala Partés in the west and the south of the country were held in Cork, Galway and Limerick offi cial Gala Partés were, for the fi rst time, staged in Cork, Limerick and Galway. 02 a word from ireland’s In total we received 1,136 emails and chief mo bro, neil rooney Media hits across TV, radio and print approximately 600 calls during the campaign Now with three campaigns under its belt, increased by a combined total of 82% from the Mo Bros and Mo Sistas of Ireland Movember Ireland enjoyed a remarkable delivering vital health messaging to the men of Ireland, who have the highest rate of 03 year in 2011. Over 15,480 Mo Bros and Over 4,000 Mo Packs went out across the Sistas registered to grow a Mo or support prostate cancer in Europe with one in eight contracting the disease within their lifetime. country; including health packs, party packs, the Mo in their lives and in the process raised donation boxes and poster packs over €1.7 million, making 2011 Irelands most Thank you to everyone for your dedication, successful Movember to date. Set against enthusiasm and passion that made the 04 a challenging year for the Irish economy, 2011 campaign the standout and remarkable Successful development of offi cial bespoke it’s a testament to the power of the Mo that experience it was. In particular we’d like events in conjunction with Movember the campaign continues to grow and provide to thank the brave, selfl ess men that grew, partners – Marshall Spinal Tap Party, essential support to our men’s health partner, their invaluable supporters and the donors Emerald Surf Morning, Bike like a Bear Action Prostate Cancer a program of the that make a real different to the lives 05 Irish Cancer Society as well as contributing of those effected by prostate cancer. With There was a great ambassador mix across to Movember’s Global Action Plan. Movember 2012 rising over the horizon Ireland particularly the sports community we’re looking forward to seeing everyone which deviated from traditional rugby roots again for another remarkable campaign. and broke into the surfi ng and horse racing fraternities 06 Increase in media hits of 87% including an 800% increase in TV slots 07 The Irish Movember Facebook community grew to just under 11,000 08 Irelands technology sector embraced ireland results summary 2011 2010 the campaign with the likes of Dell, Apple, eBay, Facebook and Microsoft growing and supporting in large numbers Participation 09 Registered Mo Bros and Mo Sistas 15,454 12,738 The Electric Picnic event generated Number of individual donations 63,402 51,601 considerable awareness and opportunities to engage with the community Funds raised 10 Total funds raised €1,735,380 €1,636,680 Mo Art in Dublin and Galway saw large Average raised per Mo Bro / Mo Sista €112 €128 Movember murals being established within the cities Average donation amount €27 €32

Community awareness Movember media hits 787 457 Total visits to website 2.88 million 1.03 million Total page views of website 2.17 million 1.41 million

63 IRELAND men’s health partner information movember funds in action partnerships In Ireland, funds raised during the Movember In November the ICS held their second The Irish campaign received incredible campaign go to The Irish Cancer Society (ICS). National Conference in association with Men support through partnerships with brands Over the past 12 months the ICS, has Against Cancer (MAC) for men with prostate who shared a passion for men’s health continued to invest Movember funds in their cancer. Over 150 men attended this event. and the Mo. 2011 Major and Supporting Action Prostate Cancer initiative to achieve Evaluations provided by the men stated that Partners included: their strategic goal to transform prostate the event was “very honest and inspiring” cancer care in Ireland. They are currently with 95% saying they would attend next year. working on a number of different programmes The ICS has supported MAC to fulfi ll their supporting partners that make real differences to the lives support to men both newly diagnosed and those of men with prostate cancer and their families just seeking a listening ear for issues they are in Ireland. experiencing. MAC provide one-to-one peer In 2011, the ICS set an objective to gather to peer support and volunteers attended more information from men and to get two support and supervision days. They dealt a real picture of their experience of being with 190 referrals in total last year. A MAC diagnosed with and treated for prostate volunteer attended 10 post surgery group cancer. Using Movember funding, they meetings in Beaumont Hospital in 2011. Volunteers presented to over 400 students developed a survey with the support of and 50 employees by invitation in 2011. Millward Browne Lansdowne. The ICS found They provided support to local men’s health that men felt unsupported at almost every meetings where over 600 men attended in stage of their cancer journey. Many felt they November 2011. made life-changing decisions without fully understanding the side-effects. More than 50% Clinical Research Case Study of men said the side effects were worse than This year the Irish Cancer Society awarded expected and almost 50% were unprepared four new prostate cancer research grants for the emotional toll of prostate cancer. to encourage advances that will impact The Society used these survey fi ndings to and improve the lives of those affected by lobby the National Cancer Control Programme prostate cancer. These include research by (NCCP) to address the information and support Prof Caitriona O’Driscoll at University College needs of men with prostate cancer. Cork, two research projects at National University of Ireland, Galway led by Professor Arising from the Survey, the ICS developed Ciaran Morrison and Dr Laura Barkley-Elliman a Prostate Cancer Patient Charter. The Charter and continued funding for the Prostate Cancer was launched at the National Prostate Cancer Research Consortium, led by Professor Patient Conference in November. William Watson at University College Dublin. The Irish Cancer Society continues to deliver Professor Caitriona O’Driscoll, School its Movember funded ICS National Cancer of Pharmacy, University College Cork was Helpline. Calls for people with questions awarded funding to investigate ways to about prostate cancer almost doubled in 2011 deliver a new class of drugs known as small Vital research to improve the understanding interfering RNAs (siRNA), to prostate cancer of prostate cancer continues and this year, cells without harming healthy tissue. with the support of Movember, the ICS awarded four new prostate cancer research grants to encourage advances that will impact CERTAIN GENES CAN REGULATE and improve the lives of those affected by THE GROWTH AND DEVELOPMENT prostate cancer. OF PROSTATE CANCER AND THE Funds raised by the Movember Mo Bros CONTROLLED DESTRUCTION OF THESE and Mo Sistas in Ireland has made this work MAY BE VIEWED AS POTENTIAL THERAPY. possible, and has allowed the Irish Cancer SMALL INTERFERING RNAS (SIRNAS) ARE A Society to work towards reaching their goal NEW CLASS OF EXCITING DRUGS THAT of transforming the experience of men with CAN BE TAILOR-MADE TO STOP CELLS prostate cancer. FROM PRODUCING A SPECIFIC CANCER- ASSOCIATED PROTEIN WITHOUT AFFECTING OTHER NORMAL WORKING GENES. THEREFORE, THEY HAVE HUGE POTENTIAL FOR CANCER THERAPY. IT IS HOPED AT THE END OF THIS PROJECT, THROUGH IMPROVEMENTS IN QUALITY, STABILITY, SAFETY, AND EFFICACY WE WILL HAVE A PROSTATE SPECIFIC SIRNA DELIVERY SYSTEM READY TO ENTER CLINICAL TRIALS IN PATIENTS. PROFESSOR CAITRIONA O’DRISCOLL, SCHOOL OF PHARMACY, UNIVERSITY COLLEGE CORK

64 IRELAND

65 66 UNITED STATES

united states Movember’s unique code of values bind 04 fun to service, creativity to responsibility, 24 of the 30 National Hockey League teams men’s health and individual effort to worldwide gain. When registered and participated in Movember partners acted upon by the Movember community, this in 2011 (up from 18 in 2010.) blend of principles has immeasurable potential 05 for good. Our success to date is a testament Hockey goaltenders Jonas Hiller (Anaheim to the tremendous power and passion of Ducks) and Tim Thomas (Boston Bruins) the Mo Bros and Mo Sistas, and together, designed and wore unique Movember-themed we are truly changing the face of men’s health masks during all games played during November in honor of Movember. 06 TOP Movember was featured in the exclusive MO MOMENTS Forbes/Wolfe Emerging Tech Report, which a word from us’s focuses on innovative companies and how chief mo bro, donny killian iv they are changing the business landscape The 2011 US Movember campaign, the fi fth 07 01 The fi nancial sector continued to embrace the in the States, saw more moustaches, more Google Chrome created a Movember video power of the moustache. Companies including moustache supporters, and more conversation for their The Web is What You Make of It Macquarie, Morgan Stanley, Deutsche Bank, around men’s health than ever before. series, focused on showcasing ‘how people and BlackRock participated in large numbers, It was a banner year for both participation use the web to do amazing things’, which lead by Credit Suisse, which had 106 and fundraising, with 144,000 Mo Bros and received more than 1.8 million views registered Mo’s and raised over $162,000 Mo Sistas registered (a 122% increase over 02 the 2010 campaign) and nearly $15 million The US Movember campaign saw a marked 08 Behind the incredible leadership and vision (a 100% increase over the 2010 campaign) increase in national media interest, receiving of Mo Bro Bryan Murphy, PepsiCo. became raised for men’s health. coverage on CNN, Bloomberg Television, Movember’s top global corporate participant Good Morning America, The Doctors, US A big boost to the 2011 US campaign was with nearly 1,800 employees participating Today, The Chronicle of Philanthropy, and the rollout of a new way to Mo with Network in 13 countries, raising close to $240,000 Challenges. These challenges engaged the The Huffi ngton Post competitive spirit with some friendly rivalry 09 03 Movember was featured in Mansome, around Mo growing, facial hair growth Late Night Television hosts helped spread a documentary fi lm directed by Oscar- and fundraising. The top network challenges Mo awareness, with mentions on Chelsea nominee Morgan Spurlock, executive included The MBA, Gaming and Digital Lately, Late Night with Jimmy Fallon, Jimmy produced by actors/comedians Will Arnett Challenges, which combined to include Kimmel Live, and The Late Late Show with and Jason Bateman 2500 registrants raising over $400k. Craig Ferguson 10 14,443 media hits 11 us results summary 2011 2010 Twitter followers increased 132% (@Movember went from 9,556 to 22,159)

Participation Registered Mo Bros and Mo Sistas 144,499 64,927 Number of individual donations 356,331 173,343

Funds raised Total funds raised $15,284,190 $7,528,863 Average raised per Mo Bro / Mo Sista $106 $116 Average donation amount $43 $43

Community awareness Movember media hits 14,443 4,500 Total visits to AUS website 6.65 million 3.69 million Total page views of website 17.16 million 8.32 million

67 UNITED STATES us men’s health partners UNRESTRICTED FUNDING FROM livestrong In the US, funds raised during the Movember MOVEMBER IS ENABLING PCF TO Together, Movember and LIVESTRONG campaign go initially to the Movember ACCELERATE DISCOVERY AND HAS The Lance Armstrong Foundation are creating Foundation, which is a registered 501(c)(3) HELPED OUR RESEARCHERS DISCOVER a coordinated, national strategy to meet not-for-profi t organization. At the end of each AND DISSECT THE 27+ GENOTYPES OR the needs of men affected by cancer. campaign, the net funds are split and donated VARIETIES OF PROSTATE CANCER THAT This program will provide a single point to Movember’s established men’s health MAKE UP THIS DISEASE. MOVEMBER U.S. of contact for all men affected by cancer partners: the Prostate Cancer Foundation and SUPPORT ALSO FAST-FORWARDED that will provide answers at all levels of need. LIVESTRONG. The money is then channeled MAPPING OF THE FIRST WHOLE PROSTATE This project will allow men to access services by Movember’s men’s health partners CANCER GENOMES—A 2011 LANDMARK at the national and community level and into a number of world class and innovative to experience their cancer journey in a way initiatives, which focus on three areas: IN PROSTATE CANCER HISTORY. THE that is meaningful to them. education and awareness, research, and support. PROGRESS BEING MADE BY MOVEMBER- FUNDED RESEARCH TEAMS AT WORLD- This program will: LEADING INSTITUTIONS SUCH AS THE 01 pcf partnership Provide a free online and phone navigation One of PCF’s goals is to support UNIVERSITY OF MICHIGAN, MIT, HARVARD MEDICAL SCHOOL, THE DANA service staffed with social workers who know transformational prostate cancer research and understand the needs of men and how to accelerate progress towards the reduction FARBER CANCER CENTER AND WEILL they want to access support of death and suffering due to recurrent CORNELL MEDICAL SCHOOL ARE or advanced prostate cancer. They aim to MOVING US TO A DAY WHEN WE CAN 02 accomplish this by funding cross-disciplinary Match men with a peer who has fought OVER-TREAT LESS AND CURE MORE SO and survived the same type of cancer teams of investigators in strategic areas PROSTATE CANCER PATIENTS CAN LIVE through their Challenge Awards. Teams may be LONGER, MORE PRODUCTIVE LIVES 03 assembled from one institution or from several Connect men to the clinical trials they need institutions and should be comprised of at least DR. JONATHAN SIMONS, CEO AND PRESIDENT OF THE PROSTATE 04 three highly experienced investigators capable Help men access fertility preservation services of providing unique scientifi c expertise to CANCER FOUNDATION and the funds they need to afford them the solution of a signifi cant problem in prostate cancer research. Ranging from $300,000 05 Help men learn how to talk to $1,000,000 per year for three years, these to their children about their diagnosis awards will cover direct costs of the research. 06 As a result of the 2011 campaign, Movember Allow men to anonymously access answers funds will drive PCF’s Challenge Award to questions about treatment options, program with Dr. Steve Cho at John Hopkins side-effects, and medical information University School of Medicine to develop an imaging biomarker specifi c to prostate 07 Provide local opportunities to receive cancer. There is a major unmet medical need in-person support for the whole family in prostate cancer diagnosis and therapy to image small metastatic tumors. This program 08 aims to develop a PET imaging tracer to detect Improve the lives of thousands of men by bone and nodal metastases at the time providing access to the services and programs of prostate cancer diagnosis. This will help critically needed in the fi ght against cancer determine those who might benefi t from early aggressive therapy. CONGRATULATIONS TO MOVEMBER ON ANOTHER PHENOMENAL MOUSTACHE SEASON. THANKS TO ALL THE MEN WHO GREW MOUSTACHES AND THE SUPPORT OF MOVEMBER, THE LANCE ARMSTRONG FOUNDATION IS ABLE TO IMPROVE ACCESS TO CARE FOR MEN AFFECTED BY CANCER WHILE EMPOWERING THEM TO TAKE CHARGE OF THEIR HEALTH DOUG ULMAN, PRESIDENT AND CEO, LIVESTRONG THE LANCE ARMSTRONG FOUNDATION

68 UNITED STATES partnerships ambassadors The US campaign received incredible support The US campaign had a number of well- through partnerships with brands, who shared known faces lend their support for the month a passion for men’s health and the Mo. of Movember. From athletes to rockers, the Movember Ambassador Community included: 24 NHL teams, with 225 registered major partners Mo Bros including: George Parros, Mike Richards, Patrick Kane, Drew Doughty and Mike Fischer Morgan Spurlock Kevin Connolly Brody Jenner Malin Akerman Dianna Agron Justin Bieber Foster the People Cake supporting partners Snoop Dogg Mr. Clean AJ Pierzynski Keith Olbermann Joe Jonas UFC Fighters Roy Nelson and Frankie Edgar

69 70 CANADA

canada a word from canada’s And that’s just a couple of the men, there were also amazing Mo Sistas. Inspiring women, men’s health chief mo bro, pete bombaci who supported Movember across the nation partner 2011 was the 5th offi cial year for with the likes of Caron Court in Toronto and Movember in Canada and what a year it was. Marie-Catherine Cyr (or Ella Moustache) With moustaches and Mo Sistas from coast in Gatineau who created different moustached to coast, 2011 was a remarkable year photos of themselves every day and posted for Movember and it saw Canada fi nish as them on their Mo Space page for all to see. the number one fundraising country around the globe. Well done Canada; you did yourself Once again, the offi cial Movember committees, proud. fi lled with outstanding volunteers, carried the hairy torch and ramped up awareness Looking back at the year there were so many and participation in their regions across the stand out events and Mo’s. There were launch country. Mark from the Calgary committees and shave down events across the country, and many passionate Mo’s drove the Big Oil The Maple Leafs, Senators, and Canucks Rig Rumble, a business challenge, which raised all held fantastic awareness games and offi cial over 800,000 and inspired an industry to put Gala Partés in eight cities. This doesn’t even men’s health on the agenda. include the more than 17,000 Mo Parties hosted by Mo Bros and Mo Sistas across the country City by city, coast to coast and Mo Bro where Mo’s were discussed, joy was had to Mo Sista, citizens of Movember got behind and good was done for a very worthy cause. the men’s health movement and raised funds for Movember’s men’s health partner, During such the campaign, team Movember Prostate Cancer Canada and the Movember was fortunate enough to hear so many amazing Foundation. Registrations in Canada more than Mo Bro and Mo Sista stories. In Montreal, doubled from the previous year, with Quebec there was John Daly who led the charge of being the true stand-out, with triple the hundreds of McGill students and helped them registrations. C’est manifi que! All in all Mo Bros become the top Movember campus in 2012. and Mo Sistas you have done something truly Josh Melvin from Vancouver pared his love amazing for men’s health and continue to do so of tattoos with moustaches and tattooed the with the stories you tell about the hairy month iconic Mo for free on those who donated. that was. Roll on 2012, roll on men’s health!

canada results summary 2011 2010

Participation Registered Mo Bros and Mo Sistas 246,427 118,927 Number of individual donations 948,827 482,541

Funds raised Total funds raised $42,280,961 $22,266,200 Average raised per Mo Bro / Mo Sista $172 $187 Average donation amount $45 $46

Community awareness Movember media hits 7,000 6,055 Total visits to website 9.30 million 5.36 million Total page views of website 36.59 million 18.67 million

71 CANADA

canada men’s health partners movember funds in action TOP Both of these case studies are examples MO MOMENTS prostate cancer canada of Prostate Cancer Canada’s Pilot Grant Prostate Cancer Canada (PCC) is the offi cial program. The Pilot Grant program awards men’s health partner of Movember Canada. grants to high-potential studies that could 01 It is the only national foundation dedicated signifi cantly advance the fi eld at a very early City mayors across the country, from to the fi ght against prostate cancer. stage in the research process. Below are Halifax to Toronto, Edmonton to Victoria, PCC’s goals are twofold - to fund research that two grants that are currently underway all proclaimed November offi cially Movember will uncover better diagnostic and treatment with support from Movember funds. 02 options and to provide comprehensive support Pilot Grant 01 Police and Firefi ghters from across the country services for those living with prostate cancer. Mo’d up for men’s health, with almost 3,000 Patrick Lee, Dalhousie University, To best facilitate achieving the research goals Halifax, Nova Scotia in the Network, team Movember felt protected PCC has formed a Research Advisory Panel from fl ame, foe and men’s health issues! Overview to help create a three-year strategic plan. One of the largest issues in treating cancers 03 The panel is comprised of 31 prominent Broadcasters and anchors from media around like prostate cancer is how to specifi cally prostate cancer scientists from across Canada, target tumour cells leaving healthy cells Canada grew moustaches on air, including with expertise in all areas of prostate cancer TSN’s Jay and Dan from Sportscenter unharmed. Recent fi ndings have identifi ed research (see full list at prostatecancer.ca/ that the population of cells, known as cancer 04 researchpanel). The group’s key mandate is to stem cells (CSCs), is responsible for both the Rugby Canada’s captain, Adam Kleeberger, guide the development of a national research origin of the cancer and the eventual spread shaved his world famous Neanderthal beard strategy for PCC to allocate funds to the most of the cancer cells. Researchers have also in preparation for Movember and in aid of promising programs. As a result of the success discovered a group of viruses (oncolytic earthquake relief in Christchurch New Zealand of Movember, PCC will be able strategically viruses) that will selectively kill tumour cells. ramp up the quantity of high quality research, Thus, the theory is that if these viruses could 05 being supported and provide greater Mo Bro, Justin Kripps, beat a world record kill CSCs it would be a very powerful tool opportunities for Canadian prostate cancer for start time in bobsledding with a Mo to treat advanced stage prostate cancers. researchers to have a substantial impact on on his face and bobsled. However one challenge in using viruses to the cause, treatment, and cure of the disease. treat cancer is that the body’s immune system 06 This year, PCC is augmenting its survivor Snoop Dogg took a stand for men’s detects them and attempts to destroy them, support by developing programs and services health creating a t-shirt and encouraging thereby reducing their effectiveness in killing that will improve the quality of life of men his followers to grow out a Mo the cancer cells. with prostate cancer. An environmental scan 07 and consultations were conducted of the The project Infamous Maple Leaf, Wendel Clark shaved services that exist and where programs Dr. Patrick Lee’s team at Dalhousie University off clean to regrow his iconic moustache are not as yet developed; from there, PCC in Halifax is studying a new approach to for Movember set a list of priorities to begin implementing eliminating the immune system’s response to a specifi c oncolytic virus known as reovirus. 08 in 2012 in collaboration with affi liates and program facilitators. Moving forward, PCC’s Dr. Lee will also assess how this virus targets 12 inspiring and devoted offi cial committees CSCs. It is hoped that Dr. Lee’s research in 2012 were built across Canada, including the fi rst survivor focus is prostate cancer health education resources and support services. will help lead to a new, effective and safe ever Mo Sista committee treatment for prostate cancer, based on the use 09 of this virus. Team Mo CIBC did us proud as the top team globally MOVEMBER HAS BEEN A TRULY REMARKABLE PARTNER FOR PCC. 10 Bipartisan support for men’s health WE ARE OVERWHELMED AT THE NUMBER came from politicians in all corners of Canada. OF CANADIANS WHO HAVE SUPPORTED Responsible government at its best THE PROSTATE CANCER CAUSE BY GROWING AND GROOMING A MOUSTACHE AND HAVING CONVERSATIONS ABOUT THE DISEASE. DUE IN LARGE PART TO THIS SUCCESS, WE ARE ABLE TO AUGMENT OUR INVESTMENT IN BOTH RESEARCH AND SURVIVOR SUPPORT AND MAKE A TRUE IMPACT IN ADVANCING THE TREATMENT OF MEN WITH PROSTATE CANCER AND IMPROVING THEIR QUALITY OF LIFE STEVE JONES, PRESIDENT &CEO, PROSTATE CANCER CANADA

72 CANADA

Pilot Grant 02 partnerships ambassadors John Lewis, University of Alberta, Edmonton, Alberta The Canadian campaign received incredible The Canadian campaign had a number support through partnerships with brands, of well-known faces lend their support Overview who shared a passion for men’s health for the month of Movember. From athletes As prostate tumours grow larger, they require and the Mo. to rockers, the Movember Ambassador a supply of blood, which provides the tumour Community included: with the oxygen and nutrients it requires. 276 NHL Players with representation This process also permits prostate cancer cells major partners from all Canadian NHL Teams to exit the prostate gland and spread throughout the body in a process termed metastasis. Over 1100 Police and 1800 Firefi ghters When this happens the disease becomes Mo Members of Parliament Olivia Chow, largely untreatable. Unfortunately, current Justin Trudeau, Peter Stoffer, tools do not allow doctors to accurately predict Glenn Tibideau, and more which prostate cancers are likely to metastasize The Sheepdogs (and thus require more aggressive treatment), and those that are likely to remain confi ned to Snoop Dogg the prostate gland. Because of this, many men Adam Kleeberger and are given aggressive treatment unnecessarily, the Canadian Rugby Team resulting in signifi cant side effects, including TSN Mo Bros sexual dysfunction and incontinence. supporting partners Olympians Justin Kripps The project The Canadian Alpin Ski-ing team A group of researchers at the University of Alberta in Edmonton, led by Dr. John Lewis has identifi ed a particular protein (EGFL7) that is only present on the surface of blood vessels that feed tumours. This suggests that EGFL7 could be potentially used as a ‘marker’ for determining the likelihood of a particular prostate cancers spreading. To study this, Dr. Lewis’ team is developing tiny probes called nanoparticles that specifi cally detect the protein. If successful, it is possible that doctors could eventually use the presence of EGFL7 as an indicator of possible metastasis. Knowing this would allow doctors to reduce the number of men who are given aggressive treatment, thus signifi cantly reducing the number of men experiencing serious side effects.

73 74 SOUTH AFRICA

south africa a WORD ABOUT SOUTH AFRICA’S men’s health FIRST FULL CAMPAIGN TOP partners 2011 marked Movember’s fi rst full campaign MO MOMENTS in South Africa, with fantastic support across the country from more than 17,500 Mo Bros and Mo Sistas taking part in the campaign. 01 The campaign raised more than R 4,635,000, High profi le ambassadors got behind with the funds raised enabling CANSA the campaign from musician Jack Parrow to build new programmes in survivorship to Sharks rugby player Ross Skeate to help improve the lives of men living with 02 prostate cancer. Jack Parrow played a lunchtime Movember From rugby teams to miners and from gig to 2,500 students at the University of bankers to marketers, the campaign captured Cape Town the imagination of men across South Africa, 03 and was well supported by the South African 400 media hits across print, media with more than 400 pieces of coverage online, radio and TV across print, TV, radio and online. 04 The campaign was also well supported The live shave-in on the SABC3 breakfast by ambassadors from musician Jack Parrow show on the 1st of Movember generated playing a Movember gig to 2,500 students huge awareness at the University of Cape Town to Sharks 05 rugby star Ross Skate proudly displaying his Movember TV adverts were shown across mo on the playing fi eld, and even Movember’s leading sports channel, SuperSport fi rst astronaut joining the campaign in the shape of Mark Shuttleworth. 06 Highly successful fancy dress lawn green 2011 even saw South Africa as home to bowling event in Cape Town raised more the coveted International Man of Movember! than R65,000 A big thank you to all who took part 07 in Movember 2011 in South Africa, whether Movember had its fi rst astronaut join the through growing moustaches, donating campaign in the shape of Mark Shuttleworth or supporting the campaign – you made our 08 fi rst full year in South Africa a huge success, From rugby teams to miners and from and we look forward to welcoming everyone bankers to marketers, the fi rst full campaign back for our 2012 campaign. in South Africa had more than 17,500 Mo Bros and Mo Sistas take part 09 South Africa is the home of the 2011 International Man of Movember south africa results summary 2011

Participation Registered Mo Bros and Mo Sistas 17,941 Number of individual donations 17,978

Funds raised Total funds raised R4,634,337 Average raised per Mo Bro / Mo Sista R258 Average donation amount R258

Community awareness Movember media hits 300 Total visits to website 2.61 million Total page views of website 0.87 million

75 CORPORATE GOVERNANCE

Movember commits to act on behalf of Paul Villanti John Hughes the Movember community to maximise the Non-Executive Director Non-Executive Director impact of their support and the funds they Paul has successfully led and built businesses John brings with him over 35 years banking raise. Movember aims to meet best practice over the past 20 years across the infrastructure, experience. John was recently CEO of standards of governance in each country technology, property and telecommunications Macquarie Infrastructure Group (MIG) Ltd, in which it operates. sectors. He was Movember’s Chairman from Macquarie’s fi rst and largest listed Infrastructure 2007-2011 before making the decision to take fund. This role entailed managing a global road Movember’s corporate governance framework on the newly created role of Head of asset portfolio and representing MIG on Boards is available on our website. The policies are Programming at Movember. Paul is committed across Europe, US, Canada and Australia. John regularly reviewed to ensure that Movember’s to leveraging Movember’s role as a global funder is currently head of Macquarie’s Principal corporate governance framework refl ects to accelerate breakthroughs through global Equity Investment Group managing a portfolio best practice and the particular needs of collaboration. Paul holds a Bachelor of Laws and of global assets. the charitable sector in each of the countries Bachelor of Jurisprudence from Monash in which Movember operates. Mark Fewell University. Non-Executive Director the board of directors Adam Garone Mark has broad experience in lifestyle business The Board is accountable to the key stakeholders Executive Director and CEO development, marketing and international of Movember to ensure that Movember Adam was a co-founder of Movember and has expansion. He was integrally involved maintains the highest standards of performance, been CEO since the organisation was formed. in launching Boost Mobile in Australia, corporate governance, accountability and Adam has an extensive corporate background in New Zealand and US. As a founding member transparency. The Board is responsible for developing, managing and marketing emerging of Boost Mobile US he oversaw signifi cant directing the organisation and guiding and web and mobile technologies. Prior to Adam’s marketing, communications, and brand business monitoring its strategy and business affairs. corporate experience he served for 9 years as development areas as the business grew Movember’s key stakeholders are: an offi cer in the Australian Army where he from start up to $2 billion in annual revenues was selected to join the special forces. Adam’s Previously Mark was a practicing lawyer, — Movember’s men’s health partners military career taught him the art of leadership with specialties in sports, media, marketing across the globe and intricacies of operations management. and business law. He has also been a sports — Movember’s corporate sponsors and partners Adam’s corporate experience and military service journalist for over 20 years, and worked on — The Mo Bros and Mo Sistas has given him the perfect skill set for his role some of the world’s largest events, including who participate in Movember as CEO of Movember. In 2008 Adam was awarded the Olympic Games. Mark received his Bachelor the Ernst & Young, Australian Entrepreneur of of Law degree with Honours from UTS, Sydney. — Those individuals and organisations The Year and in 2009 awarded the Melbourne who donate and support participants Dr Colleen Nelson Business School Outstanding Recent Alumnus Non-Executive Director — Movember staff Award for his role in leading Movember. Adam In addition to her role as Director, Dr Nelson holds a Bachelor of Science from the University For the 2012 fi nancial year, the Board had is Chair of Movember’s Global Scientifi c of New South Wales and a Masters of eight members, comprising of fi ve non-executive Committee. She is Professor and Chair, Prostate Marketing from Melbourne Business School. independent directors, one executive director Cancer Research, Institute of Health and and two of Movember’s co-founders. Travis Garone Biomedical Science, Queensland University In keeping with Movember’s focus on Non-Executive Director of Technology. minimising administrative costs, all Board With impressive creative talent, 17 years of Dr Nelson established the Australian Prostate members are unpaid for their directorship. experience and a founding partner in his creative Cancer Research Centre-Queensland in 2007, agency, Travis has contributed extensively Paul Villanti was Movember’s inaugural and was a co-founder of the Vancouver Prostate to the development of the Movember brand Chairman until November 2011 when Elaine Centre in 1998. She founded and is the and creative concepts. Travis is a co-founder Farrelly took over the role. Paul remains on the Director of the Federal Government funded of Movember. Board and has also assumed an executive role as Australian-Canadian Prostate Cancer Research Head of Programming within the organisation. Andrew Gibbins Alliance, a global network of researchers, Non-Executive Director clinicians, academics, and scientists who work directors Andrew brings over 16 years’ experience in in prostate cancer. The following persons are currently directors of private business strategy, operations and logistics Movember and each of its subsidiary entities. and is one of the original 30 Mo Bros. Andrew brings 20 years’ experience in various fi elds of Elaine Farrelly private business strategy, operations, logistics Chair and property development. Regularly introduced Elaine has executive level experience across in Movember and men’s health circles as ‘One the telecommunications, media, property of the original 30 Mo Bro’s’, Andrew has been a development, manufacturing and not for volunteer Director of Movember since the board profi t sectors. She is a Chartered Accountant with was created in 2007. Whilst playing a part more than 20 years’ experience with international in making sure the organisation stays true to corporations including KPMG, Optus, ICI (now its vision, Andrew is often accused of having a Orica), Fairfax and has experience in the not for single-minded motivation to ensure Movember’s profi t sector. Elaine has served on Movember’s long-term success – just so he can roll out his Board since its inception in 2007. banked-up list of Gala Parte costume ideas...

76 CORPORATE GOVERNANCE charter and policies marketing committee movember inc The Board works to a Charter and a number The role of the Marketing Committee is Movember Inc (EIN 77-0714052) operates of Governance Policies. The Board Charter to assist the Board in discharging its obligations the Movember US campaign. Movember Inc provides a guiding framework for the corporate with respect to ensuring: is a not for profi t organization that is exempt governance of the Movember Group and covers 01 from Federal income tax under section 501(c) (3) the role of the Board and the composition and The integrity and management of the Internal Revenue Code. Contributions operating principles of the Board. A Directors of the Movember brand and product to Movember in the US are deductible under Code of Conduct has also been adopted. section 170 of the Code. Funds raised in 02 the US are received directly by Movember Inc. All Directors, individually and as a Board are Overseeing the key elements and distributed to programs in line with the required upon appointment to agree to act in of the Movember campaign strategic goals of Movember Inc. accordance with the Board Charter, the Code Since its formation the Marketing Committee The Movember Group Pty Ltd as trustee of Conduct and the Policies. A copy of Corporate has reviewed the parameters around which Governance Policies which includes all these for the Movember Foundation is the sole Movember engages with its campaign member of Movember Inc. elements is available on the Movember website. partners and policies around the use of the Movember marks. movember europe sub committees Movember Europe (Company number 7275694) The Board has formed three subcommittees – meetings of directors operates the Movember campaign in the UK. the Finance and Audit Committee, Corporate Four regular Board meetings and a two-day It is a private company limited by guarantee Governance and Best Practice Committee, and strategy meeting were held in the 2012 fi nancial and is a registered charity in England and Wales the Marketing Committee. year. The Finance and Audit Committee met (charity number 1137948) and Scotland (charity twice and the Corporate Governance & Best number SCO41981). Funds raised in the UK finance and audit committee Practice Committee and Marketing Committee are received directly by Movember Europe and The role of the Finance and Audit Committee is each met once. Attendance at meetings is distributed to programs in line with the strategic to assist the Board in discharging its obligations summarised below. goals of Movember Europe. with respect to ensuring: The Movember Group Pty Ltd as trustee 01 structure for the Movember Foundation is the sole The integrity and reliability of information, movember foundation member of Movember Europe. including fi nancial information, prepared for use by the Board The Movember Foundation is an unincorporated movember canada trust (ABN 48 894 537 905) which is run by 02 Movember Canada (incorporated not for profi t The Movember Group Pty Ltd as Trustee number 767531-3) operates the Movember The integrity of the organisation’s internal (ACN 119 012 243). controls affecting the preparation and provision campaign in Canada. Movember Canada of information provided to the Board of in The Movember Foundation has been granted is a registered charity (number 84821 5604 external reports. Deductible Gift Recipient status in Australia, RR0001). Funds raised in Canada are received and as such all donors are entitled to a tax directly by Movember Canada and distributed The committee also monitors the effectiveness receipt and a full tax deduction for their to programs in line with the strategic goals of the external audit function. donations. Funds raised in Australia are received of Movember Canada. directly by The Movember Group Pty Ltd as The Movember Group Pty Ltd as trustee corporate governance trustee for the Movember Foundation and for the Movember Foundation is the sole and best practice committee distributed to programs in line with the strategic member of Movember Canada. The role of the Corporate Governance goals of the Movember Foundation. and Best Practice Committee is to assist In 2011 The Movember Group Pty Ltd as forideas pty ltd the Board in discharging its obligations trustee for the Movember Foundation also An additional company, Forideas Pty Limited, with respect to ensuring: operated the Movember campaigns in New is the owner of the Movember intellectual 01 Zealand, Ireland and South Africa. Movember property rights and concept, including names, The integrity and management does not have incorporated entities in those trademarks, logos and goodwill (“Intellectual of the funds raised by Movember countries, so the funds were received directly Property”) by Movember’s local benefi ciary partners. 02 The Movember Group Pty Ltd has exclusive Movember has agreements with each of these rights to use the intellectual property at no cost The good governance and partners who issue tax receipts locally and management of Movember to the organisation. Movember Group Pty Ltd reimburse Movember for agreed campaign costs. pays the legal costs of any associated 03 In 2011 The Movember Group Pty Ltd as trustee trademark and intellectual property protection. Transparency in respect for the Movember Foundation also operated the This arrangement allows for a streamlined of the distribution of funds campaigns in Belgium, Czech Republic, Denmark, approach to the management and protection 04 Finland, Netherlands, Norway and Spain. of the intellectual property. Best practice in respect of cost of fundraising Since its formation, the Corporate Governance the board finance and corp gov ernance and marketing Committee has reviewed a number of areas audit commitee best practice commitee commitee including men’s health partner arrangements, Directors Eligible Number Eligible Number Eligible Number Eligible Number contract tendering, remuneration and monitoring to attend attended to attend attended to attend attended to attend attended legislative reform of the not-for-profi t section. Paul Villanti 5 5 2 2 1 1 – – Adam Garone 5 5 2 2 1 1 1 1 Travis Garone 5 5 – – – – 1 1 Andrew Gibbins 5 5 2 2 1 1 – – Elaine Farrelly 5 5 2 2 – – – – John Hughes 5 4 2 2 – – – – Mark Fewell 5 5 – – – – 1 1 Dr Colleen Nelson 5 5 – – – – – –

77 FINANCIAL OVERVIEW

funds raised funds used Movember raised $AUS 123.7 million Movember’s focus on minimising its costs, during the 2011 campaign, an increase as well as the economies of scale achieved of $AUS 51.7 million (72%) over the prior through a global campaign, have resulted in year. These additional funds were raised a global fundraising and administration cost with an extra investment in fundraising and to funds raised ratio of 8% compared with administration costs of $AUS 4.7 million, 8% last year. This ratio is very low by or 9.9% of the additional funds raised; international fundraising standards – best an excellent result achieved through a tight practice is in the range of 15% – 25%, and focus on cost control and effi cient use of is refl ective of ongoing efforts to reduce funds spent. costs through the smart use of technology. The global fundraising was achieved Of the funds raised, 89% has been by 854,288 Mo Bros, Mo Sistas and their committed to programs supporting prostate donors located in Australia, New Zealand, and testicular cancer and male depression the US, Canada, the UK, Ireland, South initiatives, and of this 71% was donated Africa, Netherlands, Norway, Denmark, to our global men’s health partners. Finland, Belgium, Czech Republic and The remaining 18% has been allocated Spain. On average, each registrant raised to Movember Foundation programs $AUS 145 compared with $AUS 161 as shown in the table on the next page. last year; this decrease is largely due Movember works together with all to exchange translation effects caused of our Men’s Health Partners to ensure that by the strength of the Australian dollar. all funded programs are supporting a broad Signifi cant growth was achieved in Canada range of innovative, world-class programs % 89% and the UK this year with the Canadian in line with our strategic goals. Information 2% 3 and UK campaigns fi nishing as the top two about Movember’s programs can be found 6% campaigns for Movember. in each of the country-specifi c pages of this report. After costs are taken out and allocations made to programs, a further 3% of funds was retained to cover future campaigns, and to ensure that Movember holds a fi scally responsible level of assets for the long-term continuity of the organisation. 6%

funds raised and registered participants application of funds by country raised internationally

Fund raised Registered Year of fi rst in $AUD Participants fundraising Men’s health programs 89% campaign Fundraising costs 6% Australia 28.5m 142,202 2004 Administration costs 2% New Zealand 1.4m 13,143 2006 Retained funds 3% UK 33.6m 253,331 2007 Canada 40.6m 246,564 2007 US 14.6m 144,556 2007 Ireland 3.0m 15,462 2008 South Africa 0.9m 17,951 2011 Other European countries 1.1m 21,079 2011

Total 123.7m 854,288

78 CORPORATE GOVERNANCE

The following table provides outlook a breakdown of Movember’s allocation of the $AUS 123.7 million raised Movember expects its campaign to grow from the 2011 Global Campaign. again in 2012, with further increases in the UK, Canadian and US programs in particular. In 2012 we will run our awareness movember use of funds and fundraising campaign in Australia, New Zealand, Canada, the US, the UK, Year to Year to Increase Year to Ireland and South Africa. We will continue April 2012 April 2011 (Decrease) April 2012 to run modifi ed campaigns in Netherlands, $AUD m $AUD m Percent of Norway, Denmark, Finland, Belgium, Funds RaisedCzech Republic and Spain. This year we will also run modifi ed campaigns in Germany, France, Austria, Sweden, Switzerland, Movember funds 123.7 72.0 51.7 Singapore and Hong Kong. raised globally Movember will maintain a strong focus on costs across the global organisation, Used for programs as follows and will continue to provide centralised Donated to / retained 88.8 53.7 35.1 72% shared services to take advantage of global by men’s health partners economies of scale; each of the countries in which we work will benefi t from the resulting Allocated to Movember’s prostate 15.0 6.3 8.7 12% lower administration costs. cancer Survivorship program Movember expects some cost increases and Global Action Plan this year as we invest in staff, systems Movember’s men’s health 6.4 3.7 2.7 5% and other resources to meet the challenges awareness and education program of our expanding international campaign, and as we invest further in the management of our programs. Total program allocation 110.2 63.7 46.5 89% As always, we will endeavour to maximise Percentage allocated to programs 89% 88% Movember’s contribution to programs and to ensure that high quality outcomes are achieved with our program investment. Balance of funds used as follows: Fundraising costs 7.5 4.2 3.3 6% Administration and 2.4 1.3 1.1 2% foreign exchange costs General reserve to run 3.6 2.8 0.8 3% future campaigns

Total other costs 13.5 8.3 5.2 11%

Total funds allocated/used 123.7 72.0 51.7 100%

1 The Movember Group Statement of Comprehensive Income shown on the following pages shows a revenue fi gure of $AUS 38.5 million. The difference between this number and the $AUS 72 million shown above, represents the donations that have been received and retained directly by our Men’s Health Partners in various international locations.

79 SUMMARISED FINANCIAL STATEMENTS FOR THE MOVEMBER GROUP

summarised statements of comprehensive income for the period ended 30 april 2012 Consolidated Consolidated 2012 2011 $AUD $AUD revenue

Mo Bro / Mo Sista sponsorship 115,386,630 31,040,047 Corporate sponsorship 1,083,278 1,007,805 Gala Parté / merchandise 370,224 105,318 Management fees for running other Movember global events 1,097,554 5,379,370 Interest and other revenue 1,401,118 963,695 total revenue 119,338,804 38,496,235 expenditure

Donated to Men’s health partners (84,485,994) (20,252,924) Program expenditure (500,000) – Men’s health awareness and education program (6,362,905) (3,655,196) Fundraising (7,517,315) (4,176,121) Administration (2,368,023) (1,000,656) Foreign exchange loss (2,759) (302,607) funds retained for the year 18,101,809 9,108,731

Exchange difference on translation 3,159,157 (491,599) of foreign operations

Total comprehensive income for the year 21,260,966 8,617,132 retained funds allocated as follows

Movember’s Global Action Plan and Surviorship programs 14,468,763 6,254,760 Funds available for future use 3,633,046 2,853,971 total funds retained for the year 18,101,809 9,108,731

80 SUMMARISED FINANCIAL STATEMENTS FOR THE MOVEMBER GROUP

summarised movember group balance sheet as at 30 april 2012 Consolidated Consolidated 2012 2011 $AUD $AUD

assets

Current assets Cash and cash equivalents 103,766,481 22,406,339 Trade and other receivables 2,201,839 1,048,097 Held-to-maturity investments 12,500,000 –

total current assets 118,468,320 23,454,436

Non-current assets Plant and equipment 201,570 73,840

total assets 118,669,890 23,528,276

liabilities

Current liabilities Trade and other payables 85,573,551 11,729,376

total current liabilities 85,573,551 11,729,376

Non-current liabilities Other payables 36,474 –

total liabilities 85,610,025 11,729,376

net assets 33,059,865 11,798,900

accumulated funds

Reserves Restricted reserve 20,723,523 6,254,760 Foreign currency translation reserve 2,701,862 (457,295) Funds available for future use 9,634,480 6,001,435

total funds 33,059,865 11,798,900

81 DIRECTOR’S DECLARATION

As stated in Note 1 to the audited For further information about fi nancial report, in the directors’ opinion, the Movember Foundation, the Foundation is not a reporting entity please contact: because there are no users dependent Juliette Barnes on general purpose fi nancial reports. PO Box 60 These are special purpose summary East Melbourne Victoria 8002 fi nancial statements that have been Australia prepared to meet the fi nancial reporting responsibilities of the directors as set out 1300 GROW MO (1300 4769 66) in the Foundation’s trust deed. www.movember.com The summary fi nancial statements have or [email protected] been derived from the audited fi nancial report of The Movember Group Pty Ltd as Trustee for the Movember Foundation for the year ended 30 April 2012 in accordance with accounting policies described in Note 1 to the audited fi nancial report. The summary fi nancial statements should be read in conjunction with the audited fi nancial report, available upon request at our registered offi ce at 233 Punt Road, Richmond VIC 3121. In the directors’ opinion: (a) The summary fi nancial statements: (i) are consistent with the audited fi nancial report of The Movember Group Pty Ltd as Trustee for the Movember Foundation for the year ended 30 April 2012; and (ii) presents fairly the association’s fi nancial position as at 30 April 2012 and its performance for the fi nancial year ended on that date. (b) There are reasonable grounds to believe that The Foundation will be able to pay its debts as and when they become due and payable. This declaration is made in accordance with a resolution of the directors.

ElElaine i Farrelly F ll Director Melbourne, Australia 24 September 2012

82 AUDIT REPORT

Independent auditor’s report Report on the fi nancial report Basis of Accounting and Restriction to the members of The Movember on Distribution and Use The accompanying summary fi nancial Group Pty Ltd as Trustee statements of The Movember Group Pty Ltd Without modifying our opinion, for The Movember Foundation as Trustee for the Movember Foundation, we draw attention to Note 1 to the audited comprising the summary balance sheet as at fi nancial statements, which describe the 30 April 2012 and the summary statement basis of accounting. The summary fi nancial of comprehensive income for the year statements have been prepared to assist then ended, are derived from the audited The Movember Group Pty Ltd as trustee fi nancial report of The Movember Group of The Movember Foundation to meet the Pty Ltd as Trustee for the Movember requirements under the trust deed dated Foundation for the year ended 30 April 2012. 9 August 2006. As a result, the summary We expressed an unmodifi ed auditor’s fi nancial statements may not be suitable opinion on that fi nancial report in our for another purpose. Our report is intended auditor’s report dated 24 September 2012. solely for the members of The Movember Group Pty Ltd as Trustee for The Movember The summary fi nancial statements Foundation and for the unitholders of do not contain all the disclosures The Movember Foundation. required by accounting policies applied in preparation of the audited fi nancial report Matters relating to the electronic presentation of The Movember Group Pty Ltd as trustee of the summary fi nancial statements of the Movember Foundation. Reading This auditor’s report relates to the summary the summary fi nancial statements, therefore fi nancial statements of The Movember is not a substitute for reading the audited Group Pty Ltd as trustee of The Movember fi nancial report of The Movember Group Pty Foundation for the year ended 30 April 2012 Ltd as trustee of the Movember Foundation. included on The Movember Foundation Director’s responsibility for web site. The directors of The Movember the summary fi nancial statements Group Pty Ltd as Trustee for The Movember Foundation are responsible for the integrity The directors are responsible for the of The Movember Foundation web site. preparation of a summary of the audited We have not been engaged to report on fi nancial report on the basis described in the integrity of this web site. The auditor’s Note 1 to the audited fi nancial report, report refers only to the summary fi nancial to the extent applicable to the summary statements named above. It does not fi nancial statements. provide an opinion on any other information which may have been hyperlinked to/from Auditor’s responsibility the summary fi nancial statements. If users Our responsibility is to express an opinion of this report are concerned with the on the summary fi nancial statements based inherent risks arising from electronic data on our procedures, which were conducted communications they are advised to refer to in accordance with Australian Auditing the hard copy of the audited fi nancial report Standard ASA810 Engagements to Report and/or to the hard copy of the auditor’s on Summary Financial Statements. report on the summary fi nancial statements to confi rm the information included in the Auditor’s opinion summary fi nancial statements presented In our opinion, the summary fi nancial on this web site. statements derived from the audited fi nancial report of The Movember Group Pty Ltd as trustee of the Movember Foundation for the year ended 30 April 2012 are consistent, in all material respects, PricewaterhouseCoopers with that audited fi nancial report, on the basis described in Note 1.

Manoj Santiago Partner

Sydney 24 September 2012

83 84 85 MOVEMBER CHANGING THE FACE OF MEN’S HEALTH