AUSTRALIA CAMPAIGN REPORT 2009 CONTENTS

Partners Ambassadors and supporters Page 48 Page 78

Making The Australian a difference campaign through funding Page 10 Page 14

This Campaign Report has been designed to sit alongside and compliment the Global Financial Annual Report. Together, they provide a full overview of all elements of the campaign. Additional Campaign Reports for other countries and the Global Financial report can be downloaded at www.movember.com

01 Mission Values Through the power Fun of Movember, we will: We will work to make every part 01 of the campaign fun and simple. Get men to grow moustaches. Humble 02 We have a humble attitude and VISION Encourage men to proactively approach to everything we do. manage their health. Personal 03 We will treat every Mo Bro Remove the stigmas associated and Sista personally and with with men’s health issues. the ultimate respect. 04 Accountable TO HAVE AN Achieve breakthroughs that We are accountable and will move the global research transparent. We will strive community closer to fi nding to exceed best practice cost-to- better outcomes for men’s health. fundraising ratios. Outcomes oriented We will achieve this by: We will work with our benefi ciary partners to deliver the best EVER LASTING 01 possible outcomes from the funds Creating an innovative, fun we raise. and engaging annual campaign that ‘cuts through’, raising Innovative funds and awareness. A new idea. We create new ways to do things that are useful for those 02 around us. We are born from a IMPACT ON Operating a best practice revolutionary change in thinking, charity through the smart use of product, process and organisation. technology, innovative marketing and low cost to fundraising ratios. Caring We always consciously endeavour 03 to understand the people Working with our benefi ciary and issues that surround us. THE FACE OF partners to deliver the best MEN’S HEALTH possible outcomes.

02+03 The Movember Foundation was In 2004, 450 Mo Bros took part and Timeline 2003 co founded by Luke Slattery, Travis got their mates, friends and families The Movember ABOUT Garone, Adam Garone and Justin Coghlan to sponsor the growth of their Mo’s and, idea was born. Australia in 2004. The Foundation is a not for profi t to everyone’s surprise, they raised $55,000. 30 participants MOVEMBER organisation dedicated to having an It was the largest single donation the PCFA No money raised everlasting impact on the face of men’s had ever received. It was at this point 2004 health. Movember started in Australia that the original Mo Bros realised that The Movember Foundation was created and has since grown to a global movement, the moustache could be Movember’s badge, Australia running offi cial campaigns in Canada, our catalyst for conversation and one 450 participants the United Kingdom, Ireland, United which would effectively turn each Mo Bro $55,000 raised 2005 States of America, New Zealand, Spain, into a walking billboard for men’s health, Australia the Netherlands, South Africa and Finland. whilst allowing them to have a laugh 9,315 participants with their mates. $1.2m raised The idea of Movember came from 2006 a conversation between Luke Slattery The Movember campaign continued Australia, New Zealand and Travis Garone the year before to grow and in 2006, the Foundation was 55,511 participants the Foundation was established. Luke inthe a nationalposition depressionto take on ainitiative. second men’s $9.3m raised 2007 and Travis were watching the world go health partner in Australia, beyondblue - Australia, New Zealand, by and critiquing the comeback of fashion Spain, UK, Canada and US trends from the past when the question was It was clear that depression was another 134,131 participants raised, why no return of the moustache? silent illness affecting many men in $21.5m raised Both felt that the Mo could do with Australia and it was a cause battling 2008 to receive suffi cient levels of awareness, Australia, New Zealand, a revival. So, with the seed of an idea, Spain, Canada, US, UK understanding and funds. and Ireland Luke and Travis talked a couple of mates 173,435 participants into growing a moustache for one month Today, Movember takes place around $29.7 million raised and with that, Movember was born. the world. Motivated and inspired by 2009 Australia, New Zealand, In 2003, just 30 Mo Bros took part. what was happening in Australia, a further Canada, US, UK, The rules were simple; start on Movember nine countries now embrace the Mo in Ireland, Spain, South Africa, Finland, 1st clean shaven and spend the remainder an offi cial capacity each November. Netherlands, Czech Republic of the month growing a Mo. No money In addition, Movember is aware of Mo was raised; the idea was simply to see 255,722 participants Bros & Sistas supporting the cause right $42,757,053 raised who could grow the better moustache. across the globe, from Russia to Dubai, It wasn’t until 2004, having been Hong Kong to Denmark and everywhere overwhelmed by the conversations in between. prompted by the previous year’s growth, Movember will continue to work to that the founders decided to develop change established habits and attitudes the idea into a cause that gave birth to the and make men aware of the health Movember Foundation. Having recognised risks they face, thereby increasing that men, unlike women, were lacking early detection, diagnosis and effective a way to engage in their own health treatment. More importantly however, issues, they saw an opportunity to attach Movember’s success will remain with a purpose to growing a Mo, and began to its ability to stay true to its origins, mates look for a cause for which they could raise and moustaches, which is how it all began. a bit of money and awareness in 2004. Together, they came across the Prostate Cancer Foundation of Australia (PCFA) representing a health issue about which very little was known at the time.

6+604+05 Taking part Profi les Our research shows that there The Mo Bro are three main reasons driving 01 our Mo Bros to get involved: Once registered at Movember.com each There were 128,000 registered Mo Bros in Australia in 2009, all of Fun Mo Bro must begin the 1st of November whom were vital to the campaign’s This comes from comparison with with a clean shaven face success. There was a healthy friends, reactions from people they 02 mix of both old and new Mo Bros meet, the friendly conversation and supporting the cause. For the entire month of Movember, each the banter in which they engage. Mo Bro must grow and groom a moustache Research we’ve carried Sense of togetherness out indicates that their motives Growing a moustache urges according to these rules: for participating seem to infl uence male friends and colleagues to join — the degree to which their behaviour the cause while forming a sense There is no joining at the sideburns, changes, in terms of researching of togetherness. this is a beard health issues, seeing a doctor and openly discussing their health. For a good cause — Our cause provides the validation Those who grow a moustache, There is no joining at the bottom of the chin, for doing something they would citing Movember’s cases as their otherwise fi nd it diffi cult to justify. that is a goatee motivation, are the most active — but even those grow one just — A small complimentary growth under for fun, still engage in positive I am actually recovering the bottom lip is allowed (aka a tickler) outcomes and have a heightened from depression really well, sense of awareness. just weening off the meds now, — and eager AS to share my The Top four highest Mo Bros story, raise awareness and raisers in Australia in 2009 were: be able to help and encourage Kurt Fearnley (NSW) $39,272 guys going through the same thing, cos as we both know Sorrell Watson (WA) $18,874 there are soooo freakin’ many Ryan Dando (WA) $15,588 of them! Bryan Singh (NSW) $14,875 If there’s anything at all I can do to assist you and your team, please let me know. Thank you for what you and the Movember team do, you guys are awesome! 2009 Mo Bro, Dean —

One fi ne moustache: an image is worth a thousand words

The seven motivation segments of Mo Bros

PERSONAL ENJOYMENT 8.1% 6.1% 8.8%

36.1% BENEFIT TO SOCIAL THE CAUSE ACCEPTANCE 25.8% 9.9% 5.2%

Over 128,000 Mo Bros: sharing the fun, sense of togetherness and a good cause to support

06+07 The Mo Sista Our Donors In recent years there has been There were 498,231 individual a steep rise in the number of donations in Australian in 2009, women supporting the cause. with the average donation being Last year there were 9,314 $42. Over 60% of our donors were registered Mo Sistas in Australia. women, proving how vital their role is in our continued success. And, whilst Movember may seem to be just for the boys, Why they donate to Movember our Mo Sistas are an integral part of 01 Movember. They play an important A friend, family member or role; they are the organisers and colleague asked them to donate supporters. on their behalf The Sistas show their support by: 02 01 Want to support Movember Registering as a team captain 03 and recruiting a team of Mo Bros Have had a personal experience 02 with prostate cancer and/or Organising an end of month party depression. 03 Mo Team Helping their Mo Bros raise There were over 18,500 teams awareness and donations in 2009, all of whom raised 04 incredible amounts for our men’s Celebrating with Mo Bros health partners. Teams ranged at the Gala or Mo Partés in size from two to 500. The top — 10 fundraising teams were: I think this initiative is Macquarie Group Sydney fantastic!!! Wish I’d known PWC Sydney about it for the past 5 years, but am now a Mo Sista and Wholesale Banking recruiting more and more Team EnergyAustralia Mo Bros daily. No-effort Rio Tinto super fun way to raise cash. Well done to everyone who Team moVHAmber works on this! Pfi zer Australia 2009 Mo Sista, Rohana Hamilton Island Mo Bros — Crawling Mokoda Right Mo, Right Place, Right Time

Top Gin Wigmore: Mo Sista leading the way Bottom A Mo Team based in the Middle East takes the time to be a part of Movember

08+09 This year’s campaign once again Some notable examples include: 2009 at a Glance Key Statistics surpassed our expectations, giving 01 THE 2009 Australia its most successful year to Australia’s largest band Powderfi nger date in terms of participation fi gures signing on as offi cial ambassadors and funds raised. This success Participation 2009 2008 Growth % was also mirrored around the world. 02 AUSTRALIAN Helicopters sporting moustaches There were 127,893 registered Total Participants 127,893 124,621 3% 03 Total Mo Bros 119,195 118,685 0% participants in Australia in 2009; The inaugural Movember CAMPAIGN Total Mo Sistas 8,698 5,935 57% who, together, raised a staggering Men’s Health Round $21,018,129 for our men’s health partners, the Prostate 04 Cancer Foundation of Australia Fosters donating their sponsorship on the Kangaroos team jumpers Funds raised 2009 2008 Growth and beyondblue – the national % depression initiative. for an international against France 05 Funds Raised by Mo Bros/Sistas $21,018,129 $18,652,278 13% This is an exceptional outcome Average Raised Per Mo Bros/Sistas $164 $149 10% and one which all Mo Bros, West Australia’s Opposition Leader, Sistas, donors and our men’s Eric Ripper, growing a Mo health partners should be incredibly 06 proud. The level of men’s health Paralympian, Kurt Fearnley, crawling Awareness 2009 2008 Growth awareness raised by this campaign the Kododa trail with his Mo % was higher than in any previous 07 Unique Visitors to Website 1.34 million 0.83 million 62% year. With the support and help Brisbane and Northern Territory Page Views 14.30 million 8.02 million 78% of many Australians, Movember Parliament houses sporting giant 2009 achieved some true highlights moustaches Media Hits 5,500 4,359 26% in terms of awareness-raising. Total Emails Sent 1,120,245 921,412 22% 08 The formation of Movember’s largest Campaign Advertising Media Value $2.80 million $2.12 million 32% ever team – 500 WA policemen The united efforts of many ensured that Movember 2009 was an exceptional year.

10+11 Mo Bros from all over Australia, from all walks of life and from all professions, showed their support for Movember in 2009 12+13 To date, the Movember campaign beyondblue – the national depression Depression is more than just With this, and with the assistance has raised $104 million globally for initiative is proud to work with a low mood – it’s a serious illness. of funding provided by Movember, men’s health, which is something MOVEMBER The Movember Foundation to While we all feel sad, moody or low beyondblue continues to raise the Movember Foundation and its raise awareness about depression, from time to time, some people awareness and provide support men’s health partners are incredibly AND anxiety and related disorders, experience these feelings intensely, for men and conduct a broad range proud to communicate. and to encourage men to talk about for long periods of time and often of initiatives, programs and projects MAKING It is through our men’s health BEYONDBLUE these conditions and seek help without an obvious reason. People for men’s health – from the partners that the fundraising efforts for themselves or their mates. with depression often fi nd it hard beyondblue 24/7 info line; to Men’s of the Movember community — Movember is a fantastic awareness to function every day, are physically Sheds and Spaces; to programs are put to work in research and DEPRESSION and fundraising event, made unwell and may no longer feel like in sport, rural areas and Indigenous support programs that will have possible by the thousands of Mo participating in social or sporting communities and access to an everlasting impact on the face of IN MEN Bros and Mo Sistas who take part activities they once enjoyed. free resources. You can read A DIFFERENCE However, effective treatments are more about these initiatives in men’s health. Each of our partners IN AUSTRALIA each year. The funds raised by around the world is a partner in Movember for beyondblue are now available and with the right this annual report or our website the true sense of the word and LEONIE YOUNG dedicated to supporting projects treatment, most people recover. www.beyondblue.org.au we invest signifi cant time and effort CEO aimed at improving men’s health When beyondblue was established On behalf of beyondblue, I thank into building strong, solid working and well-being in rural, remote, 10 years ago, our aim was to create The Movember Foundation and all THROUGH relationships with them. regional and metropolitan areas a national voice to raise awareness the marvellous Mo Bros and Sistas, It therefore goes without saying across Australia. of depression, anxiety and related for their support and generosity that the selection of these partners The Movember campaign is also disorders in Australia, and reduce and I look forward to seeing what is incredibly important and we take a great way to get both men and the associated stigma. we can achieve together in 2010 that responsibility seriously. We women talking about depression Recent research conducted by and beyond, together opening eyes FUNDING make sure that in each case they are and anxiety in men, reducing the beyondblue found that people’s to depression across Australia. the most responsible and effective stigma and increasing recognition awareness of depression organisation in their country. of the illness and its impact. is growing, attitudes towards In Australia, Movember supports In Australia, depression affects depression are improving and the Prostate Cancer Foundation over a million people each year, importantly, awareness among of Australian and beyondblue – and anxiety affects more than two men has increased signifi cantly. the national depression initiative. million. While women have higher More men are becoming aware rates of depression and anxiety, that depression is a major mental men are less likely to talk about health problem; and among men feeling depressed, less likely who have experienced depression, to seek help, more likely to turn more are seeking help. to alcohol or drugs to try to make In 2009, more than half of the men themselves feel better and are surveyed (54 per cent) were able at a higher risk of suicide. to identify depression as a major Around one in eight men in Australia mental health problem. This is will experience depression in their a signifi cant increase, from 41 lifetime, and one in four men will per cent of men in 2002. In 2009, experience an anxiety disorder. 82 per cent of men who had If it’s not you, it could be someone experienced depression sought you know – a mate, co-worker, help however fi ve years earlier, in partner or family member. 2004, that fi gure was 76 per cent. While it is clear that good progress is being made, there is still much work to be done. It is vital that our efforts are strengthened and that our work continues. In late 2008, the beyondblue Board made the decision to extend beyondblue’s work for a further fi ve-year term, to 2015. beyondblue also has the ongoing support of the Federal, State and Territory Governments to continue.

14+15 Summary of how Movember funds 01 02 02.2 03 04 05 are being used by beyondblue The beyondblue info line Supporting rural Launching the Australian Partnering with Supporting Indigenous The Good Sports, The info line is beyondblue’s communities Rural Information the Prostate Cancer communities through Good Mental Health – The Movember Foundation committed $8,135,629 national telephone service, which While depression and anxiety Network map Foundation of Australia Save a Mate Our Way Build Your Game program each to beyondblue and Prostate Cancer Foundation provides callers with information can affect anyone at any time, The Australian Rural Information Research has found prostate The Save a Mate Our Way Established as a partnership about depression, anxiety and people in rural areas face additional Network map is an online map cancer survivors are twice as likely project provides support between beyondblue and of Australia (PCFA) from funds raised in the 2008 which was developed to help Movember campaign. related disorders, and referrals challenges, such as isolation to develop depression or a mental to remote Indigenous communities, the Australian Drug Foundation, to relevant services. and lack of access to services. people in rural areas fi nd local health problem when compared helping them to build on existing the Good Sports, Good Mental support services, government With the assistance of Movember funds, beyondblue The beyondblue info line was Funds raised by Movember also to other men in the community. community strengths and to Health – Build Your Game program supported the following initiatives, programs and go towards beyondblue’s Don’t agencies (such as Centrelink) In light of this, and the Movember address key social and emotional focuses on promoting awareness initially established to support and beyondblue information sites. projects with the aim of helping to raise awareness men in rural areas and has since beat about the bush! Campaign, partnership, beyondblue and well-being issues within the of depression and anxiety among which aims to raise awareness The online map is continuously the Prostate Cancer Foundation community. men belonging to sports clubs. of depression, anxiety and related disorders expanded to support men and updated to provide greater access women across Australia. It now of depression, anxiety and related of Australia (PCFA) are working The project is part of a three-year Awareness-raising activities include in Australia, provide information on available disorders in rural communities to mental health information together to raise awareness ‘Blue Round’ tournaments and operates 24 hours a day, seven and relevant support services. partnership between beyondblue treatments and where to get help, and to reduce days a week, providing valuable and provide information on where of depression and anxiety and the Australian Red Cross. mental health awareness training the associated stigma. to get help and access to services. The Australian Rural Information in men diagnosed with prostate for sports club members. support to people seeking help and Network map can be found The main aim is to use peer information. The beyondblue info Campaign initiatives have been cancer, and their partners. leadership, support and training to With the support of Movember at www.beyondblue.org.au and Key achievements include: line receives more calls from men implemented through various lists over 3,000 key services. help communities respond better funding, the program has been than any other helpline in Australia, programs and activities in rural 03.1 to issues affecting young people, implemented across 530 sports except Mensline. communities across Australia, 02.3 Delivering depression and anxiety including depression, anxiety, clubs in New South Wales, Victoria Providing over 100 Between January 2009 and including: awareness training sessions across violence, alcohol and drug use. and Tasmania. training sessions Australia to PCFA ambassadors April 2010, the beyondblue info line 02.1 Young Aboriginal men and Movember funding has supported and support group conveners provided information, assistance Establishing hundreds the delivery of 106 beyondblue women have been engaged as and referrals to more than 61,000 of beyondblue information Rural Workforce Training sessions 03.2 mentors and project champions. callers. The demand for the stands (‘blueys’) to businesses and organisations Holding beyondblue/PCFA Save a Mate Our Way also involves service continues to grow, and beyondblue has set up over 350 in rural Australia, and the community forums on prostate participation from a range of local with the support of funds raised by beyondblue information stands dissemination of over 500,000 cancer and depression volunteers including community Movember, beyondblue is able to in businesses and organisations drought-specifi c resources 03.3 Elders, young people and continue to provide this important across country Australia. These to affected communities. Developing information materials staff from local Aboriginal and service for people Australia-wide: sites provide free information on depression and anxiety, tailored non-Aboriginal community-based — books, fact sheets and DVDs on specifi cally to assist men with organisations. James, a wheat farmer, depression and anxiety, and are prostate cancer and their partners, To date, a range of programs wanted to pass his thanks promoted actively through the including Maintaining your well- and activities, specifi c to each onto the beyondblue info line – Mental Health Drought Initiative, being: Information on depression community’s unique needs and he is managing his depression the Good Sports, Good Mental and anxiety for men with prostate strengths, has been implemented and feeling positive about life. Health program, Men’s Sheds cancer and their partners in schools, youth clubs, family and He wants all to know what a and Disaster Bushfi re programs. youth camps, leadership groups valuable service is being run. The information stands 03.4 Commencement of a pilot and young parent support groups beyondblue info line are located in places displaying in remote Indigenous communities. Don’t beat about the bush! prostate cancer telephone support — group program Paula, a mother of three from stickers in shopfront windows, Queensland called to pass on and are marked on the Australian her heartfelt thanks, and a hug Rural Information Network map. to the counsellor she spoke to. The counsellor advised Paula to get her husband to drive her to the hospital, after she disclosed thoughts of suicide, and Paula believes this saved her life. She is now doing much better, and is so grateful to beyondblue and the service it provides. beyondblue info line — Names have been changed to protect privacy.

16+17 06 06.2 06.3 08 Supporting Men’s Sheds Creating Indigenous Men’s Virtual Men’s Shed Funding research and Spaces Sheds/Spaces – Mibbinbah The Virtual Men’s Shed project will beyondblue is supporting a number A Men’s Shed or Space is a place The Mibbinbah project has seven provide an online community forum of researchers investigating the link that men get together to socialise, Indigenous men’s places across for men to get together – as they between depression and men’s talk, make friends, and learn Australia. Mibbinbah means ‘men’s do in Men’s Sheds and Spaces – cancers (testicular and prostate and share skills. With support its place’. To date, Mibbinbah camps to discuss interests and hobbies, cancer), and developing effective Movember funding, beyondblue and workshops have been as well as providing information interventions to improve the mental is working to raise awareness successful in bringing Aboriginal about men’s health and well-being health and well-being of both men about depression and anxiety and Torres Strait Islander men and where to get help. with cancer and their partners. in Men’s Sheds; pilot Indigenous together to speak openly about The aim of the Virtual Men’s Shed Men’s Sheds/Spaces; and launch their mental and physical health; In addition, beyondblue has project is to reach broader groups partnered with the Hunter Medical a Virtual Men’s Shed, to provide helping to decrease the stigma of men, who may be isolated even more men with greater access associated with depression Research Institute (HMRI) to focus or unable to visit a Men’s Shed. on men’s depressions in rural to the benefi ts of Men’s Sheds. and anxiety, and encouraging The Virtual Men’s Shed is due Indigenous men to seek help. communities. 06.1 to be launched in November 2010. Another key focus of the project is 09 Raising awareness in Men’s 07 to provide employment and training Delivering awareness Sheds across Australia Providing free information to Indigenous men, including training session Initiatives include providing more materials on depression training in leadership, community to Movember workplaces than 4,000 beyondblue information and anxiety in men kits to 320 Men’s Sheds, and communication, media, computer To help raise awareness holding depression awareness and internet skills. Based on beyondblue has developed of depression and anxiety in training for Men’s Shed leaders the success of the pilot project, a range resources for men, the workplace, beyondblue offers and facilitators. The three-hour beyondblue and Mibbinbah focusing on depression, anxiety workplace training sessions to training workshops, presented by are exploring opportunities for and staying well. All information Movember supporters and work beyondblue-accredited trainers, an ongoing, long-term partnership. materials are available free of places. In 2009, beyondblue held focus on depression in men, and charge to download or order from training sessions in 27 Movember Mibbinbah founder Jack Bulman the website (www.beyondblue.org. what can be done in Men’s Sheds says, “It’s great to see so much workplaces across Australia. by men to assist their mates. au) or order by calling the info line happening in the area of men’s 1300 22 4636. Resources include health. The funding that Mibbinbah books, information cards, fact receives from Movember via sheets, wallet cards, and a men’s beyondblue allows us to create health and well-being magazine, these much needed ‘safe spaces’ A whole new ball game. for Aboriginal and Torres Strait Islander men – for empowerment, Movember funding contributes education, celebration and training to printing two books: Dr John but most importantly to regain their Ashfi eld’s Taking Care of Yourself rightful place in society, whatever and Your Family; and Men that may be.” and Separation, developed by beyondblue, Crisis Support Services and Relationships Australia (Victoria). Both resources provide practical information and advice to men and are available free from beyondblue. In addition, an audio book of Taking Care of Yourself and Your Family is currently in development with Vision Australia.

18+19 Mark Gable, lead singer/songwriter “I broke up with my girlfriend at After getting regular counselling, Instead, Mark rang the beyondblue CASE with legendary rock band the time and it occurred to me that life began to improve for Mark – information line (1300 22 4636). He STUDY The Choirboys has maintained I had to get myself together. I had who at this stage was still fl ying had seen a high-profi le beyondblue an enviable career in the cut-throat been starting to feel more and more around the country to play gigs. ambassador on a morning chat MARK GABLE Australian music industry since depressed, and on it went until It was smooth sailing for many television show a week earlier MOVEMBER the 1970s. I went into total collapse. I stopped years, until about seven years later, talking about his experience AND Most Aussies would know him drinking alcohol and coffee and mounting personal problems with of depression. He realised this was BEYONDBLUE best for the 1987 hit song Run fell into a severe depression, which his relationships and his career what he had experienced in 1998. to Paradise – which is still a Friday I tried to treat with natural remedies. took their toll. The beyondblue info line operator AMBASSADOR night favourite in pubs across “I started to eat well, exercise and “Eventually, I gradually started took Mark through a depression the country. get fi t, but the amount of pressure to drink again. I started to feel checklist and recommended More recently, Mark has become I put on myself to succeed more and more depressed again,” he see a General Practitioner, who an ambassador for beyondblue worsened the depression. When he said. diagnosed him with depression and and joined up as a Mo Bro for it really hit me about two months “In 2005, I went on a massive prescribed antidepressants. After the 2009 Movember campaign. later, it was severe. I would spend bender over a long weekend. a short period of trial and error with every moment by myself doubled I woke up on the second day that medication, Mark found the right Mark has experienced two bouts up crying, in emotional agony.” one for him. of depression during his career weekend with a full bottle of wine and had a drinking problem which This fi rst episode was triggered next to the bed. I skulled it and went “Without the medication I would’ve led to an eventual diagnosis of by a simple disagreement with out partying that day and all night. been dead. My recovery was a very clinical depression. He believes a radio colleague. When I woke up the next day, long process, it took months and his experience is not uncommon “I was trying to correct my life and I knew I was more than hung over, I can remember being on the plane in the music industry, but is easy this was the fi rst real confrontation that something else was wrong. back to Sydney and thinking ‘I just to hide under the guise of leading I’d had outside the particular world I knew I couldn’t drink anymore want the plane to crash’. the stereotypical booze, drugs I was living in. When it fi nished, and I haven’t had a drink since.” “So the healing process was very and rock ‘n’ roll lifestyle. I went into shock. It was so severe, Three days later, Mark was on long. I had lots of counselling, lots In 1994, Mark’s marriage ended I was walking around Bondi a plane to a gig in Perth, when of good food, fruit and vegetable and he embarked on a determined Junction for hours in a daze. Then he was struck by overwhelming juices and exercised and continued Left it progressed to the point where sadness. He began to cry in his with the medication.” Mark Gable on day course of self-destruction. While all men react differently after divorce, I went into a total collapse – all seat and excused himself to go to Mark now keeps himself well 17 of Movember of this happened over a few days. the restroom. Looking in the mirror, Below he hit the bottle and began to live by practising Cognitive Behaviour Mark Gable (second a 24/7 party lifestyle. “I was really shocked I felt this way his own refl ection appeared so Therapy, going on regular walks from left) at the Movember because I had led a charmed life. ugly, he hardly recognised himself. and keeping his body free of drugs, Launch in Sydney with “I came out of this relationship Thoughts of suicide crossed Movember co-founders, and felt an enormous sense I was born in a time where we’d alcohol and caffeine. He is still on Luke Slatery and Travis never experienced major wars and his mind. The next morning, after medication, but a smaller dosage. Garone of release and freedom to do the show, he hit rock bottom. whatever I wanted. I felt a total lack I’d never experienced any hardship He wants to set an example for of responsibility – I could drink, economically or personally. “I can honestly say the gig was musicians in particular because take drugs, stay up all night,” Mark, Even when my parents died, dreadful. It was the worst show I’ve he believes mental health problems now 58, said. it didn’t have the impact on me ever done. When I woke up the next are rife in the music industry. that this did. I had no idea what morning, I was convinced I had to “In hindsight, the major thing “I hardly drank before I was 44, it was and I couldn’t understand kill myself because the emotional but when the marriage broke up I would’ve changed is when things why I was experiencing something pain was so excruciating. I’ve had didn’t go well career-wise and that’s when I started. I felt it was that I couldn’t control. a broken leg, I’ve smashed my my right as a rock and roller. I had marriage-wise, instead of starting “That September it really hit and knee on stage, but this pain was so drinking and taking drugs, no idea the consequence would severe, there is nothing to compare be depression.” by the end of the year, I was seeing I would’ve said ‘This is tough, a psychiatrist. It was starting to it with. It becomes physical, it’s let’s work through it’. Four years later, in 1998, the late get a little more in control or I was agonising and you can’t control it. nights and excessive booze caught So one gets to the point where “I think life is a lot easier now I’ve at least getting used to living worked through my depression. I up with him and Mark decided to with it. I didn’t want to go on they think ‘I have to remove myself clean up his act. from life in order to stop this pain’.” have a realisation of who I am and medication because I was terrifi ed what I want. They say you’re only as of it. I thought it was a sign of good as your last show. Well, mine weakness, that it was beneath me, was last Saturday and it was that if I took it I would be a failure.” fantastic!”

For information about depression, anxiety and related disorders problems, available treatments and where to get help, visit www.beyondblue.org.au or call the beyondblue info line on 1300 22 4636. 20+21 Mibbinbah, which means ‘men’s From this, men’s spaces were “A big issue in Indigenous CASE place’, is an initiative developed by developed to enable Aboriginal communities is a lack of male role STUDY the Co-operative Research Centre and Torres Strait Islander men models. Through our work with for Aboriginal Health. Mibbinbah to meet and discuss issues of school groups we have seen the MIBBINBAH – is supported by beyondblue, concern to them. They are a proven relationships between the younger MOVEMBER with funds raised during the 2007 way of enabling men to explore lads and the older fellas grow. FUNDED and 2008 Movember campaigns depression and anxiety in an Trust is established and the younger PROGRAM contributing to the initiative. environment that is free of stigma. ones get to have a yarn about Mibbinbah has seven sites across As a result of these safe spaces, what is impacting on their lives. SUPPORTING Australia, from Darwin in the Jack says the men who attend Mibbinbah is creating a network of INDIGENOUS Northern Territory to Warrnambool Mibbinbah camps begin to feel mentors for these young lads while in Victoria. The sites are used to safe and start communicating at the same time allowing the older MEN’S HEALTH hold camps and workshops for about mental health. fellas to reignite their lives and feel Aboriginal and Torres Strait Islander “The breakthrough came like they have some rightful place men, with a focus on spirit healing, a few years ago when beyondblue in society, where they feel needed empowerment and celebration, facilitated a depression and anxiety – and that is absolutely priceless.” as well as education and training. session at one of the camps. A key feature of the Mibbinbah Founder Jack Bulman says The session focused on how program is the focus on training Mibbinbah creates a safe space for common depression and anxiety Aboriginal men to be project Aboriginal and Torres Strait Islander are and emphasised that these workers for the camps. Part of men to speak openly about their conditions are illnesses that you the role of a project worker is to mental and physical health. It also need not be ashamed off. When research the capacity of the men’s provides a place for Indigenous these points were raised there groups to work across a range of men to learn more about their was a collective sigh from the lads. chronic illness issues, in particular health, and receive information and The fellas had always thought that depression. Each site employs resources to improve and maintain because they’re men, they couldn’t a project associate through good health and well-being. talk about that sort of thing. a local Indigenous association But the beyondblue session made who facilitates the camps and Jack explains: “Mibbinbah started them realise that depression is a the space. off as a research pilot program common illness and there are ways “It’s great to see so much three years ago. The pilot program to get through it. It really normalised concentrated on identifying happening in the area of men’s depression and anxiety so it wasn’t health. The funding that Mibbinbah the important characteristics of frowned upon.” Aboriginal and Torres Strait Islander receives from Movember via men’s spaces, and what makes By identifying and addressing beyondblue allows us to create them accessible and effective. common factors affecting these much needed ‘safe spaces’ We have found that when the lads Aboriginal men, such as racism, for Aboriginal and Torres Strait felt safe in these spaces, they begin trans-generational trauma, Islander men – for empowerment, to talk about their health concerns loss of culture, identity and land, education, celebration and training and issues.” Mibbinbah seeks to take steps but most importantly to regain their to support men with their journey. rightful place in society, whatever Jack says that one of the most that may be,” concludes Jack. rewarding connections is the Mibbinbah has been developed relationships that have been and deployed under the joint established between the older leadership of Jack Bulman, and and younger generations Rick Hayes, leading researchers in of Indigenous men. health promotion for both Aboriginal and Torres Strait Islander and non-Indigenous men’s spaces.

By identifying and addressing common factors affecting Aboriginal men, such as racism, trans- To fi nd out more about generational trauma, Mibbinbah visit loss of culture, identity and land, Mibbinbah seeks www.mibbinbah.org to take steps to support men with their journey 22+23 Men’s Sheds are springing up Project Offi cer with the Lane Cove “The programs are such CASE all around Australia – but with a Men’s Shed in New South Wales, an effective way to distribute STUDY modern twist. Today’s Men’s Shed Ruth van Herk, has been involved information and training to is an updated version of the shed with Men’s Sheds for 12 years an audience that perhaps wouldn’t MEN’S SHEDS – in the backyard that has long been and has watched the Sheds grow have access if the Sheds had MOVEMBER a part of Australian culture. from a small community idea not been in existence. Men’s FUNDED Take a look inside a Men’s Shed, to a national association. Sheds have started a whole new PROGRAM and here’s what you could expect “What started as a small consciousness in men’s identity to see: men restoring furniture, or community project has now and that’s why they are so perhaps bicycles for a local school; turned into a national initiative successful. Men start to believe maybe making Mynah bird traps; with over 400 Sheds throughout that they matter and are a vital fi xing lawn mowers or even making Australia representing 30,000 men. part of the community,” says Ruth. a kid’s cubby house for a charity The concept of a community shed Men from Sheds throughout to raffl e. You might see a few young and workshop, where men have the country say the sharing men working with the older men, access to tools, support and of information and knowledge that learning new skills and maybe also a great environment, is an amazing exists within the sheds are some of learning something about life from idea and one which had been the highlights of their involvement. the men they work with. You will very successful.” “Men’s Sheds are cleverly centred see tea-bags, coffee cups and Ruth says the genius of any Men’s on leisure, but have a strong a comfortable area where men can Shed is the gathering of the men, amendment of health education sit and talk. You will probably also the camaraderie, and fact that and awareness attached to them. see an area where men can learn the men start relaxing and speaking The guys love to participate in to cook for themselves or they can to each other about mental and the training seminars and always learn how to contact their families physical health concerns. love activities such as Movember. by computer. “The men feel confi dent whilst Last year we had a number of A Men’s Shed is a place where they’re in these sheds, yet relaxed Mo Bros walking around the Sheds. men come together to socialise, enough to speak to each other, “The guys talk to each other about network, make friends, learn and and to the professionals who their mental and physical health share skills. Typically men undertake come along, about their health and concerns – I don’t think this has ever a wide variety of different activities well-being. It’s a casual atmosphere happened before on such a scale. in Sheds – like the examples listed but one that has an enormously They really encourage each other above. The Sheds also provide a positive impact.” to go along to the doctor and stay safe space where men feel confi dent on top of their health and wellbeing.” in an environment that encourages beyondblue also conducts conversation and sharing depression awareness training Men’s Sheds give men of information and knowledge. programs for Shed leaders and the opportunity to be part of facilitators, again made possible an environment where they feel safe beyondblue is promoting through the help of Movember and supported to discuss, learn and awareness of depression, anxiety funds. This program provides share information about their mental and well-being through community- leaders of Men’s Sheds with and physical health and wellbeing. based Men’s Sheds and has the skills to recognise the signs Ruth concludes: “One of the most developed a Men’s Shed Kit, and symptoms of depression and which includes information about amazing things that has come from to be confi dent to approach and the sheds is the idea that “I matter depression, how men can get support people to seek assistance. support for themselves or their because I belong to something. mates, DVDs and self-help I’m a Shedder who has an identity resources. With the help of amongst this community of men Movember funds, beyondblue and I can give back.” has supplied kits to over 320 Men’s Sheds throughout Australia.

More information about Men’s Sheds can be found at www.mensshed.org 24+25 Yet again, the outstanding success PCFA’s National Research Grant PCFA research grants Given the complex nature Each year, the Movember of Movember has made a signifi cant Program, to which Movember currently available include: of prostate cancer, there are campaign also raises an MOVEMBER impact on the breadth of vital work monies are directed, currently many aspects of the disease outstanding level of awareness carried out by the Prostate Cancer funds more than $16,000,000 Young Investigator grants of up to $125,000 pa that need investigation. Australian for prostate cancer, the most AND THE Foundation of Australia (PCFA). of vital prostate cancer research for up to four years. These grants support researchers are undertaking common cancer diagnosed in Thanks to the generosity of the in Australia, with the ultimate goal scientists (regardless of their degree) who have ground breaking and vital research Australia (excluding non-melanoma PROSTATE Movember Foundation, and the of reducing the impact of this in such areas as new diagnostic skin cancers). For more than six outstanding efforts of Mo Bros all-too-common disease on the demonstrated research ability and who are now tests, new treatment modalities weeks each year, the talk across CANCER and Sistas, PCFA has established community. This program helps ready to become independent investigators. and new techniques for dealing the country; in boardrooms, and maintains a research program to bridge the existing funding gap — with advanced prostate cancer. workrooms, schools, playing fi elds, FOUNDATION that unites world-class Australian between prostate cancer and Concept Grants of up to $150,000 pa for up PCFA’s priority areas trams, trains and buses is about researchers in the fi ght against other areas of cancer research. to two years to support senior investigators for research continue to be: Movember, and by association, prostate cancer. It aims to fund only the best grants prostate cancer and depression. OF AUSTRALIA and investigators in the fi eld, with a not currently studying prostate cancer, 01 The media spotlight was also The sad truth is that in Australia but who can bring innovative research proposals Discovery of the genetic and internationally, prostate focus on translational research that remains fi rmly on Movember, and — will directly benefi t the consumer. or new technology to the fi eld. and cellular factors which initiate it is encouraging to see so much cancer funding is severely lacking, and/or perpetuate prostate cancer. PROSTATE especially when compared with To date, PCFA’s Research Grant — positive coverage about two some other cancers that cause Program has made a signifi cant Project Grants of up to $125,000 pa for up 02 important men’s health issues. CANCER equivalent morbidity and mortality impact on the quality and breadth Discovery, development Considering that in 2010 alone, to three years. These grants encourage rigorous and clinical validation of: IN AUSTRALIA (e.g. breast or colon cancer). of prostate cancer research carried proposals for research that will provide direct, almost 20,000 Australian men will As a result, the number of prostate out in Australia. The program has 02.1 be diagnosed with prostate cancer, ANDREW GILES cancer investigators is relatively really hit its stride over the past tangible benefi ts to patients with prostate cancer new tests to detect prostate and tragically, more than 3,300 CHAIRMAN small, as is their research output. 12-months, with a record number in a relatively short timeframe. cancer, and/or to determine whether will die as a direct cause of prostate This manpower and funding defi cit of quality applications. At the same — a patient’s cancer is curable; cancer, there is still a long way means that advances in diagnosis time, previous research recipients 02.2 to go in the fi ght against this and treatment of prostate cancer, are now well into their key research Equipment Grants of up to $100,000 to be disease. However, with the help allocated to investigators currently working new biomarkers that predict which are urgently needed, projects. To maintain this the future clinical course of prostate of Movember, PCFA is proud are taking longer to be discovered momentum in prostate cancer in the prostate cancer fi eld, with preference cancer and/or the response to be leading the battle. and developed. research, PCFA is committed given to proposals with matching funding. to future chemotherapy. to funding new projects annually. 03 In Australia, we are fortunate to have Discovery, development and an extensive pool of world-class preclinical and clinical validation research talent working in the health of novel molecular targets arena. As well as funding the work for chemotherapy of locally-invasive of established and internationally or metastatic prostate cancer, recognised researchers, PCFA’s including androgen-independent Young Investigator and Concept cancers. Grants actively encourage new 04 talent into the fi eld. It is hoped this Development of new treatment will bring new and fresh ideas to strategies for prostate cancer, the issue, as well as helping ensure especially locally-invasive the long-term future of prostate or metastatic cancers. cancer research in Australia. 05 Projects which, if successful, are likely to provide immediate improvements in the quality of life of patients with prostate cancer. The grant round is launched in April each year for funding starting the following January. Full details about the program, grant categories and deadlines are on PCFA’s website, www.prostate.org.au

26+27 Professor John Mills – Each of the 53 research grants 02 03 05 PROFESSOR PCFA Chair, currently supported by PCFA Discovery, development and Discovery, development and Projects which, if successful, JOHN MILLS Research Committee represent some of the best young clinical validation of new tests preclinical and clinical validation are likely to provide immediate PCFA CHAIR, Responsible for helping investigators and established to detect prostate cancer, and/or of novel molecular targets for improvements in the quality to allocate Movember researchers in Australia, and refl ect to determine whether a patient’s chemotherapy of locally-invasive of life of patients with prostate RESEARCH funding each year PCFA’s priority areas, as identifi ed cancer is curable; and new or metastatic prostate cancer, cancer by the Research Committee in biomarkers that predict the including androgen-independent COMMITTEE It is solely due to the ongoing and 05.1 consultation with the PCFA Board of future clinical course of prostate cancers Lead by Associate Professor Jarad enthusiastic support by Movember Directors. These priority areas, and cancer and/or the response to that PCFA’s Research Committee 03.1 Martin, PROFIT is a study asking just some of the research projects future chemotherapy The dominant strategy in if external beam radiotherapy has been able to approve $16 associated with them include: million of funding for world-class 02.1 chemotherapy for prostate cancer treatment for prostate cancer Australian research projects. We are 01 Dr. Gillian Mitchell at the Peter is to prevent testosterone from can be safely compressed from confi dent that the outcomes of these Discovery of the genetic MacCallum Cancer Centre in reaching the prostate tumour and the current eight-week regimen projects will reduce the impact of and cellular factors which Melbourne is carrying out a study stimulating its growth, a scheme into four weeks. If so, prostate prostate cancer on the more that initiate and/or perpetuate that aims to assess the value of known as androgen blockade. cancer patients from regional areas 20,000 Australian men diagnosed prostate cancer yearly PSA testing as a screening Dr. Jonathan Harris is conducting would require less time away each year, and their families. method for prostate cancer research directed at providing from home, and treatment waiting 01.1 detection in men with a high risk a complimentary approach times would be reduced, as would Comprising an outstanding group A Victorian study led by Dr Stuart due to BRCA gene mutations. to androgen blockade without the overall cost of treatment. of scientists, the role of PCFA’s Ellem at Monash University Additionally, the study explores the side effects. Each year, PCFA receives Research Committee is to review is examining the role of mast cells other compounds in the blood and 04 increasing numbers of quality and advise on funding applications in the development of infl ammation urine that might prove to be a better Development of new treatment grant applications from talented for prostate cancer research. and Prostate Cancer. Increased diagnostic marker for detecting strategies for prostate cancer, researchers around Australia. PCFA’s structured research insight into the cause of prostatic prostate cancer in all men. program has the following aims: infl ammation might identify mast especially locally-invasive With the ongoing support of cells as a novel target for future 02.2 or metastatic cancers Movember, PCFA looks forward 01 In South Australia, Dr Benjamin to seeing current projects come to diagnostics and treatment for 04.1 To provide a logical, consistent prostatitis, thereby reducing the risk Thierry aims to develop innovative fruition, and exciting future projects and transparent framework for Professor Pamela Russell AM and incidence of prostate cancer. and clinically relevant cancer and her team at the Prince that explore new ground – submission, review and selection diagnostic, prognostic and all with the one aim of reducing of research applications for funding. 01.2 of Wales Hospital in Sydney aim therapeutic applications of functional to understand why prostate cancer the impact of prostate cancer Professor Peter Leedman nanoparticles and nanomaterials. on the Australian community. 02 is leading a research team at cells spread to, and grow in other To support the very best Australian Nanotechnology is the creation the Western Australian Institute organs, forming secondary lesions research into prostate cancer, and utilisation of materials, devices for Medical Research. This team (metastases), particularly in the and to ensure the allocation and systems through the control has identifi ed a novel regulator of bone. These studies will confi rm of PCFA grant funds is guided by of matter on the nanometer-length androgen (testosterone) signaling the importance of new and potential a clear strategic focus, and a set scale, i.e. at the level of atoms, in the prostate, termed SLIRP. therapeutic targets in prostate of specifi c research priorities, based molecules, and supramolecular It is proposed that SLIRP could cancer, and will help provide on defi cits in existing research. structures. The design of advanced a strong platform for preclinical present opportunities as a prostate nanoprobes would allow more 03 cancer biomarker, helping to evaluation of novel drugs. To play a catalytic role in expanding accurate diagnosis, imaging predict patient outcome in human and ablation of prostate cancer. 04.2 the number of distinguished, senior prostate cancer. The Bosch Prostate Cancer Australian scientists working on Focus Group has identifi ed prostate cancer, while ensuring that potentially important cellular promising young investigators have pathway interactions that vary the funding required allowing them between prostate cancer patients. to mature into independent prostate These interactions provide targets cancer researchers. for novel drug development and an array of markers that could inform individualised treatment options and allow monitoring of treatment response.

28+29 Patrick Humbert Dr. Jeff Holst Funding by PCFA/Movember Protein structures have been used PATRICK Researcher funded by has been absolutely key to develop DR. JEFF HOLST Researcher funded for many years to design drugs, HUMBERT Movember this new area of prostate cancer RESEARCHER by Movember) however, there are very few known RESEARCHER Group Leader, Cell Cycle research due to both its novelty FUNDED Centenary Institute structures of nutrient pumps, as they and Cancer Genetics and its potential benefi t. We hope of Cancer Medicine are complex, sit in the cell wall, and FUNDED laboratory Peter MacCallum that by continuing to observe BY MOVEMBER and Cell Biology, NSW are therefore diffi cult to work with. BY MOVEMBER Cancer Centre Scribble’s presence in tumours The techniques required to generate and understanding how Scribble With the help of funding from these structures have only recently Each and every cell in our body and similar genes actually work, the Movember Foundation and been devised, and it often takes has an intrinsic orientation that we may be able to predict cancer the Prostate Cancer Foundation many years to generate the structure is controlled by a universal set progression and patient survival. of Australia, my research team from a single nutrient pump. of genes known as polarity genes. is currently studying the role These are required for the formation We are now trying to identify of nutrient pumps that control Once we know what these pumps of all our organs. Loss of this how this is achieved and which the amount of nutrients taken look like, we can then design orientation is a common and molecules might be involved. into and out of cancer cells. drugs specifi c to these pumps, early feature of prostate cancer. By identifying this mechanism, like designing a key to fi t a lock. we should be able to design drugs We have discovered that two These drugs could be designed to Our studies have focused on that will keep prostate tissue growth related nutrient pumps, LAT1 inhibit the function of these pumps, a new human polarity gene named in check and return the cancerous and LAT3 are increased at different in essence ‘starving the cancer’ Scribble. This gene controls cell prostate back to a normal stages of prostate cancer and by restricting nutrient uptake. orientation and its levels appeared organised tissue. may be responsible for increasing reduced in prostate tumours. nutrients and enhancing survival For this important work to This predicts Scribble may play Our observations in the human of the cancer cells. We have shown continue, ongoing funding is vital. an important role in protecting population indicate that alterations that LAT1 in particular is increased It is estimated that, on average, humans from prostate cancer. in the appearance of Scribble in in advanced prostate cancer and more than $1million is required prostate tumours is also associated metastasis. to generate the structure for each In work supported by PCFA/ with high grade tumours in these nutrient pump. Without continued Movember, we have now shown patients. We are now carrying out Our initial goals were to discover funding from the Government that this gene Scribble appears experiments to determine whether how these pumps work, and how and organisations such as essential to prevent the development this observation can be used to they affect cell growth. We have the Movember Foundation and of prostate cancer. Lowering levels better predict outcome for prostate already shown that inhibiting either the Prostate Cancer Foundation of Scribble in normal prostate cells cancer patients. of these pumps can decrease the of Australia, this vital work could increases the risk of prostate cancer growth of cell models of prostate not be done. by disorganising the prostate tissue cancer, suggesting they may be and by increasing the speed at good therapeutic targets. To enable which cells grow within the prostate. drugs to be designed against these Ultimately, we hope our research two targets, we need to know will provide a better understanding exactly what these pumps look as to how the incorrect positioning like, which is why our goal is of prostate cells can occur, to determine the exact structure and its impact on prostate cancer of these targets. progression. This may lead to the To generate the structure, discovery of new prognosis factors, we will manufacture large amounts new chemotherapeutic targets, of the purifi ed nutrient pumps as well as a better understanding to make large clusters called of prostate biology and cancer crystals. These crystals will then progression. be studied using a very powerful x-ray machine to determine their structure (i.e. what they look like). By way of comparison, the size of a structure determined for other similar nutrient pumps is approximately one ten thousandth the size of a human hair.

30+31 Due to the ongoing support of Movember, the PCFA’s Research Committee has been able to approve $17 million of funding for world-class Australian research projects

32+33 Prostate Cancer The night before my surgery, I have also become part of ROSS survivor story I called my brother Barry. Barry the Prostate Cancer Foundation GOMERSALL Ross Gomersall was healthy, was known as ‘The Grasshopper’ of Australia’s National Men’s Health RESEARCHER active and approaching 50 when and was a respected and well- Ambassador Speaker Program. he was diagnosed with prostate known NRL State of Origin referee. IF I COULD SAY This involves speaking at community FUNDED cancer. Now, eleven years on, Having heard that a family history and work place events, telling BY MOVEMBER Ross is only alive today because of prostate cancer is a major risk my story and raising much needed he was diagnosed and treated factor, I pleaded with him many awareness about prostate and early. However, for other men times to be tested. However, every continence health. Particular focus in Ross’ family, the outcome time, he refused. ANYTHING TO THE is placed on speaking to rural and was sadly very different. Six years later, Barry was regional Australia, where there is experiencing back pain. At fi rst, a 21 per cent higher prostate cancer When I was 49, I decided it was mortality rate than in capital cities. time to have a full check-up, so he put it down to an old football I went to see my Doc and asked injury, but tragically, my brother MEN OF AUSTRALIA, If I could say anything to the men for whatever tests I should have. was diagnosed with inoperable of Australia, it would be this. One of the tests was a PSA prostate cancer. Don’t bury your head in the sand! (Prostate Specifi c Antigen) blood Following my diagnosis, my father It could cost you your life. test, and when the results came was diagnosed with prostate Early detection saves lives. It saved back, I had an elevated PSA IT WOULD BE THIS. cancer. His father and his father’s mine. Make an appointment with reading. Until that point, I didn’t brother were also diagnosed, your doctor every year to talk about realise I even had a prostate! and sadly, both lost their battle your health, and include prostate However, over the next couple with the disease. cancer on your check-up check list. of months, I became acutely aware After my surgery, I did experience DON’T BURY YOUR Also, talk with your family, particularly of my prostate, because my PSA some reasonably common, but your parents and grandparents reading doubled. This was nonetheless unpleasant side-effects about medical issues, as this a real worry, so I was referred to including slight incontinence, and information can be vitally important a urologist who performed another sexual dysfunction. Considering to your doctor in identifying your own HEAD IN THE SAND! health risks. DRE (Digital Rectal Examination). the prognosis without treatment, After reviewing the results of a I wasn’t complaining... much. As a prostate cancer survivor, I am biopsy, my urologist said, “Ross, Around 12 months after my surgery, keenly aware of the importance of you have cancer,” I was obviously everything was back to normal. prostate cancer research. Thanks shocked, and must admit, my fi rst IT COULD COST to the Prostate Cancer Foundation Unfortunately, my health hasn’t thought was, ‘I’m going to die!’ been perfect since my surgery. of Australia’s research funding However, later that day I was able My PSA is monitored every 12 program, made possible thanks to to get some perspective on my months, and in 2007, the reading the generous support of Movember, own situation when I saw a group was again abnormally high. YOU YOUR LIFE. I live in hope that one day, men will no of paralympians on the television. I was referred to an oncologist for longer be at risk of prostate cancer. I realised I couldn’t just give up. External Beam Radiation therapy, Until then, I am proud to get I decided to have surgery to remove which lasted six and a half weeks. behind Movember and the work my prostate gland, and hopefully In 2006, I also had two melanomas of the Prostate Cancer Foundation all traces of cancer. I feel lucky that removed. In 2007, I had two of Australia, to help raise funds I made that decision, because after tumours removed from my bowel. for important Australian research, the surgery, my urologist informed and awareness about this all-too- me that it was an aggressive cancer I’m now in great health, and have common disease. a very different attitude to life. and without treatment, I probably I consider myself very lucky. Lucky had around 18 months to live. I try not to ‘sweat the small stuff’ any more. I sold my business that I was diagnosed early enough to get rid of some of the stress to be treated. Far too many men in my life, and I enjoy travelling are not so lucky. Please, talk to and outdoor recreation. your doctor about prostate cancer. It’s a simple step, and it could save your life.

34+35 In addition to supporting programs through our DR HEATH In broad terms, Movember can men’s health partners, each year the Movember be thought of as a ‘thon’, similar to Foundation is responsible for delivering a high- MCDONALD, a walk-a-thon or read-a-thon in that participants raise money by being impact awareness program. The aim of which ASSOCIATE sponsored to undertake an activity. is to communicate men’s health messages PROFESSOR In this case, that activity is to grow MAKING to the Movember community and its supporters, a moustache for one month. OF MARKETING with a view to changing action and attitudes. Like all thons, Movember attracts DEAKIN a range of participants with differing The success of the Movember campaign lies UNIVERSITY motivations for being involved. in the way in which messages are communicated. For example, it is common for many A DIFFERENCE We have managed to reach a notoriously hard Can growing a moustache participants in thons to be attracted to reach audience by seeking out innovative ways really have an impact primarily to the activity rather than on men’s health? the charitable cause it is associated to cut through today’s communication clutter. with. Just as many participants This is a question the staff from in ‘fun runs’ are attracted solely We know that awareness alters behaviour Deakin University has been working for the running, our research shows and mind-set; it gradually breaks down barriers with Movember to answer over the THROUGH that many of the men who get past three years. Our research work and forces real change. Movember wants men involved in Movember are initially has involved in-depth interviewing, to understand the symptoms and signs in both attracted solely by the idea of focus groups and large-scale themselves and others and to appreciate when growing a moustache. Regardless surveying of Mo Bros, Mo Sistas, of their motivation for participating, and how to seek help if needed. Donors and event organisers. it is interesting to examine whether We have examined their motivations AWARENESS Measuring the Awareness Effi cacy the month spent participating for participating, satisfaction in Movember has an impact on Each year, the Movember Foundation undertakes with the experience and changes health awareness and behaviours. a research project led by Professor Heath McDonald to both attitudes and behaviours from Deakin University in Melbourne. The aim that resulted from being involved Measuring the impact of Movember of this research is to develop a full understanding in Movember. Each year, we have on Men’s health knowledge, of why people are taking part in Movember, whether heard from around 5,000 Movember attitudes and behaviours is diffi cult participants. given that this is but one activity in Movember is meeting expectations and to track a large array of factors that infl uence The profi le of Movember behavioural change as a result of participation. these things. To gain some insights participants, unsurprisingly, though, we asked our respondents is largely males aged under 40, to tell us the degree to which they although increasingly we are seeing undertook certain health-related older males and more women activities and then the extent to participating. Typically young men which their participation in Movember are not highly active in charity work, had infl uenced those actions. and with about 30% of Mo Bros indicating this is the only charity they are involved with, it seems Movember is very effective in growing the market by bringing young men into charitable work. One third of those participating in 2009 were new to Movember.

36+37 The results suggest Movember These fi gures are always higher It seems that positive health The survey work makes it clear is having a direct and signifi cant for Mo Bros (moustache growers) outcomes are possible even that one of the main reasons for impact on both Mens Health than for donors. When the number amongst those who join for trivial Movember’s continued success of participants in Movember (over reasons. Those who join in order is the manner in which it is run awareness and behaviours as follows: 400,000 Mo Bros and donors to support the men’s health and the experience provided 54% talked about men’s health in 2009) is taken into account, partners of Movember; or because to participants of all types. issues with others, with 30% then the impact of Movember of a personal experience with 87% of participants were highly of those attributing that directly becomes very clear. If, for example, either cancer or depression show satisfi ed with Movember overall, 35% of the 400,000 participants the highest levels of positive health and assessments of both the to their involvement in Movember sought medical advice and 10% attitudes and behaviours. management team of Movember — of those did so as a direct result and the way funds were used were 22% did some of their own research Importantly, though, as confi rmed of Movember, then that equates by both interviews and survey work, also rated very highly. There is a into men’s health issues, with 51% to around 14,000 people whose it is the balance of fun, a good natural fl ow between participation of those attributing that directly behaviour was directly changed. cause and social acceptance that as a donor and participation as a to their involvement in Movember It seems clear that Movember has guarantees Movember success. grower, given that it is a demanding — a far greater infl uence on Men’s Even those growing a moustache task, but 97% of participants in 50% participated or donated to other Health than simply raising funds. for fun report they would have 2009 intend to return in 2010 in charities, with 6% of those attributing Perhaps the greatest change a hard time doing so if the charity some capacity. This is the strongest we have seen over three years cause wasn’t present and their endorsement of the manner in that directly to their involvement which Movember is run, and a in Movember of Movember participant research family, friends and workplace is a shift in behaviour away from didn’t accept the legitimacy of the direct consequence of participant — actions like discussing men’s health charitable efforts. Similarly, there satisfaction with the style and 35% sought medical advice, with (which was undertaken by as many are many who feel causes such frequency of communications, 10% of those attributing that directly as 78% of participants in 2007) as cancer prevention and mental their ability to co-create to their involvement in Movember towards actions such as seeking health are worthy of support, but the experience and the strong — medical advice (which is now three feel they could not raise the interest links between the event and 38% encouraged someone else times more common than in 2007). of their workplace or friends if the the causes supported. to seek medical advice, with 20% This ‘less talk, more action’ trend event wasn’t an enjoyable, novel of those attributing that directly is perhaps refl ective of a now experience. ‘Fun’, ‘good cause’, strong knowledge base amongst ‘worthwhile’ and ‘awareness’ are to their involvement in Movember participants, and an indication the key words respondents most that many are moving beyond frequently linked to Movember the ‘information gathering’ in a free association exercise. phase of their health decision- Beyond their own health, making process, towards acting participants show very high levels on the knowledge gained. of charity-partner recall (exceeding Gratifyingly, these outcomes 90%) and sponsor recall (up to 72%). are seen amongst participants The fact that large numbers of regardless of their motivation for participants know which causes are becoming involved with Movember. being supported, and are stimulated So, even amongst the 8% of Mo by Movember to do further research Bros who got involved simply into them, makes Movember an because they thought it would be extremely effective communication fun to grow a moustache, we see tool for these partners. Combined 77% talking about men’s health with the substantial funding and 6% undertaking direct actions. Movember returns to partners, it is clear the event is making a very positive difference.

38+39 01 GENERATING CAMPAIGN AWARENESS CREATIVE

HOW WE DO IT Each year the campaign has The 2009 message Past campaign a new creative concept which themes: Movember – Changing fl ows through all communication 2004 channels. It keeps things fresh the face of men’s health Are you man enough for those loyal Mo Bros and Sistas The creative theme to be my man? returning each year, in addition 2005 to ensuring we keep challenging Peeling back the layers Give prostate cancer ourselves to make it a campaign a kick in the ass The vehicle that is engaging and relevant. 2006 In addition to being fun, Layered street posters Changing the face the campaign themes are of men’s health designed to be innovative and 2007 thought provoking. Mindset, Journey, Destination 2008 I want to believe 2009 Changing the face of men’s health

Using the strong imagery of street posters, this visual concept features portraits of Mo Bro’s from all walks of life, men who like their mo’s come in all shapes and sizes. The portraits are printed as posters then layered over the top of each other. They are then ripped back in layers to reveal the portrait posters underneath. 40+41 02 CAMPAIGN COLLATERAL

To help participating individuals and teams recruit team members, spread Movember’s messages, raise money and organise events, we produces campaign collateral each year. By going online or calling Movember, anyone interested can receive: Movember Party Guide (to help plan a Movember event) Men’s health posters Movember Style Guide Badges Stickers Wrist-bands Donation boxes The collateral is especially well received by those organising Movember teams and events in an offi ce environment. The Movember kits make it possible for Mo Bros and Mo Sistas to get involved with Movember without having Movember collateral can be requested online to go to too much effort. or by calling Movember

Campaign posters

42+43 03 THE WEBSITE

Movember is a web-based Website 2009 2008 Growth campaign that utilises new media. % The website is the Movember hub of activity and is where registrations Total Participants 127,893 124,621 3% and the majority of donations take Movember AU website ranking – 407 514 107 places News page all categories (Nov) Features the latest news place. It allows the Movember and highlights from community to connect with each Highest AU website ranking – 171 210 39 places the campaign all categories other, share news, experiences and learn about what’s going on Unique visitors to website (Oct-Dec) 1.34 million 0.82 million 62% with Movember in their respective Mo Space page views 5,741,983 1,987,610 189% countries and around the world. News page views 156,307 66,875 134% Movember AUS website reached Merchandise page views 99,889 55,464 80% 1st place in each of the four Sponsor page views 74,302 44,233 68% Hitwise categories it represented in 2009. This included: Community, Community Organisations, Health and Medical, Health and Medical Information The website is engaging, fun and easy to navigate. Mo Space Mo Bros and Sistas can track down friends and share comments, photos, encouragement and stories with each other from their Movember journey

Mo Money Where you can fi nd out what is going on with Movember around the globe; including how many Mo Bros and Sistas are taking place in each country and how much is being raised

Lab The place you go to fi nd out everything you need to know about Movember, including Mo facts, style guide, Movember rules and the latest videos

44+45 46+47 Mo Sistas Fuzzy Agolley 04 (below left) and DJ MinkDJ (below right) AMBASSADORS and Mo Bro Tom Carroll are part of the great network of Movember ambassadors

Each year, Movember is 2009 Australian Ambassadors supported by well-known personalities who agree to come Mo Mentors on board in an ambassadorial role. Dennis Lillee Cricketer WA The awareness they generate Max Walker Cricketer VIC for the cause is pivotal to the Hulk Hogan Wrestler International campaign’s success. Ambassadors range from politicians, sport stars,

TV personalities, comedians Mo Bros and high profi le businessmen. Powderfi nger Musicians QLD Nathan Bracken Cricketer NSW The Movember Foundation would Mark Gable Choir Boys NSW like to thank all of the ambassadors who came on board to support Eric Ripper MLA, Leader of the Opposition WA the 2009 campaign. Lehmo Presenter QLD Fitzy Presenter VIC & NSW Brett Geeves Cricketer TAS Jamie Dwyer Australian Hockey Team WA Mark Knowles Australian hockey team WA Kiel Brown Australian hockey team WA Paul Dumbrell V8 VIC Kurt Fearnley Paralympian NSW Tom Carroll Surfer NSW Matt Hoy Surfer QLD Jamie Mitchell Surfer QLD Paul Harragon Rugby League NSW Jarrod Mullen (Knights) Rugby League NSW

Mo Sistas Fuzzy Agolley Channel Ten’s Video Hits NSW Jade Sutcliffe Iron Woman QLD DJ MinkDJ QLD Gin Wigmore Singer QLD

Mo Teams NRL Teams Variety of players National A-League Teams Variety of players National Hockey Australia Variety of players National

48+49 The Kurt Fearnley Story CASE (91 Media Hits) STUDY During Movember 09, Australian THE KURT paralympian, Kurt Fearnley, challenged himself to crawl FEARNLEY the gruelling 96 km Kokoda Trail in STORY Papua New Guinea. And, he did just that. He gave a massive boost to our awareness cause through the media coverage he generated and became a source of inspiration for Mo Bros and Mo Sistas around the globe. The Movember community rallied around him and our website was fl ooded with messages of support and encouragement.

50+51 CASE CASE STUDY STUDY POWDER HULK FINGER HOGAN BE A CHAMPION,

Five Band Members Hulk Hogan, the biggest name Five Moustaches in professional wrestling, was NOT A QUITTER Five dollars for Men’s Health an offi cial ‘Mo’ Mentor for the 2009 (24 Media Hits) campaign. The world famous Australia’s biggest band, wrestler was in Australia on tour Powderfi nger got on board and took the time to encourage Aussie men to grow a Mo for AND KEEP GROWING with Movember in 09. Movember. Hulk Hogan knows In addition to each band member only too well the devastating effects growing a moustache they further of depression having spoken openly supported our cause by donating about his battle with depression $5 from every sale of their album, YOUR MOUSTACHE following his very public divorce. Golden Rule. In his own words... At the time, lead singer, Bernard Fanning said, “We hope we can “To all my Hulkamaniacs, say your mo’tivate people to join the prayers, take your vitamins and TO HELP BEAT discussion – to be part of the idea grow a moustache for Movember that it is ok to talk about men’s this year. Get into the ring with me, health issues in particular and to Hulk Hogan, and my Mo Bros encourage that sense of fun about in the fi ght against prostate cancer and depression in men.” PROSTATE CANCER a serious issue. It doesn’t have to be really intense it can be a “Be a champion, not a quitter personal thing that can be shared.” and keep growing your moustache Band member John Collins, to help beat prostate cancer and went on to say, “It seems like a fun depression in men,” said Hulk AND DEPRESSION way to approach a really serious Hogan. “And don’t forget to bring subject. I think it’s something that’s your Mo’s along to Hulkamania – playful and guys can have fun with see you in Australia!” it and at the end of the day you are IN MEN raising awareness and hopefully a lot of money... it’s the fun element of it which helps you to broach a subject which is really serious.”

The fi ve Powderfi nger band members photographed on the 30th Movember 2009. Clockwise from above: JC, Ian, Bernard, Cogs and DZ. Powderfi nger donated $5 from every sale of their album, Golden Rule. 52+53 05 2009 Media Highlight In an incredible show of support MEDIA for men’s health, Queensland’s EXPOSURE Parliament House got behind Movember and sported a 10m long metallic moustache throughout the month of November. Since inception the media has In addition to media relations, On October 31st the giant been incredibly supportive and the Movember also works with the moustache was lifted onto the face breadth of coverage has growth assistance of a professional media of the Parliamentary Annexe; where year on year. In 2006 there were buying agency each year. As a direct it remained for the next 30 days. 1,207 media clippings, in 2007 result, we secure an enormous It hung as a call-to-action to all Mo it reached 2,415 and in 2008 the amount of free advertising space Bros to participate in Movember. fi gure was 4,450, before reaching across all media mediums. Last year The Speaker of the Queensland 4,764 in 2009. this was valued at $2,795,067. Parliament John Mickel commented: Table 1 charts and compares “I have to say, I never thought I coverage generated in 2009 during would see the day when Parliament the total campaign period across House had a moustache, but it is for all media genres – newspapers, a very worthwhile cause and we are consumer magazines, street press, proud to be supporting Movember TV, radio and online. in an offi cial capacity this year. We hope that the Parliament House Mo will inspire men in Queensland, and around the country, to grow a moustache this year and generally help the battle against prostate cancer and depression in men.” The moustache was made of wire frame and fi breglass and designed to withstand all types of weather conditions, even promising to remain intact should a cyclone hit. The unveiling of the Mo was attended by all major news outlets in Brisbane, resulting in PR value of approx. $2.1 million and a reach of 4,463,283.

Media genre ’06 Hits ’06 Reach ’07 Hits ’07 Reach ’08 Hits ‘08Reach ’09 Hits 09 Reach Above Each year, in a powerful display of support for Movember and men’s Newspaper 650 116,502,205 1,353 184,765,210 1,419 173,574,387 2,102 233,175,890 health, Northern Territory Parliament House, sports Consumer Magazines 30 4,195,790 39 6,473,973 48 13,134,782 51 7,099,618 a giant moustache, designed by a local artist Street Press 29 3,335,178 55 10,495,988 47 7,064,468 68 9,382,455 Left TV 123 37,149,233 130 85,867,738 969 193,583,908 1,573 240,000,000 The moustache placed in the Queensland Parliament Radio 350 24,127,500 709 48,796,000 1,797 - 1,152 - was made of wire frame and fi breglass and designed Total 1,182 185,309,906 2,286 390,683,336 4,450 Not known 4,946 526,092,975 to withstand all types of weather conditions, even promising to remain intact should a cyclone hit 54+55 Media support comes from all forms of media, from the smallest of local newspapers to national broadsheets

Since inception the media has been incredibly supportive and the breadth and depth of coverage has grown year on year

HOT ALL FOR A GOOD CAUSE HOT ALL FOR A GOOD CAUSE HOT ALL FOR A GOOD CAUSE HOT ALL FOR A GOOD CAUSE

Ajak wears tuxedo jacket from Cacharel. Lulu wears vintage top Andrej wears Pants from Paul & Joe. from Shag. Necklace from Boki wears bracelet and beads, sleeveless jacket with Top from Trimapee. House of Baulch. stylist own. chains from Trimapee. Braces, stylists own.

HOT CHARITY CASES

As summer dawns on us and the warm sun and lack of a need This Christmas, StreetSmart Australia will continue its work to assist for Codral puts us all in a good mood, what better time to embrace our the underprivileged, providing them with the basic necessities that most newly-developed state of euphoria than to give back to those who need of us take for granted. While Christmas for the majority of us is a time for it even more? presents, overeating and much anticipated time off work (not to mention November brings on one of Australia’s most celebrated charity events, Boxing Day shopping), for many without homes it can be the most traumatic Movember. Each year for one month, courageous men of our nation bin time of year. their disposables and grow a mo for a good cause. Not only is it an StreetSmart works by providing both diners and restaurateurs with a opportunity to see if you can pull off a Johnny Depp-esque bristle, but it’s chance to offer support to Australians who are disadvantaged, by having possibly the most effortless way to do something good for your fellow man. patrons contribute just $2 post-meal. Based in NSW, over 130 restaurants The November event raises awareness around men's health issues, are already registered, but the charity is always encouraging more namely prostate cancer and depression, as well as raising much needed registrations. It’s free, and whether you’re a food maker or food lover, funds for other charity organisations concerned with men’s health. Since it’s an easy way to get in the festive spirit. forming in 2004 the charity has raised over 30 million dollars and aims to To find out more or make a donation, you can visit a participating better itself every year. To register or donate, visit www.movember.com.au. restaurant or visit www.streetsmartaustralia.org. Katerina Klonis $$Xg Also helping put the homeless issue to bed is Australian charity Photography by Gerard O’Connor. Styling by Marc Wasiak. StreetSmart. Every night in Oz, 100,000 people are without their own bed. Hair + makeup by Lou McLauren. Close to half are female (many have young children), and almost half of all Models Ajak + Dom (at FRM), homeless people are aged under 25. Lulu + Boki (at Viviens), Andrej (at Chadwick)

cream70 www.creammagazine.com cream 71 www.creammagazine.com cream 72 www.creammagazine.com cream 73 www.creammagazine.com

In 2009, there were nearly 5,000 mentions of the media, an increase on the previous year 56+57 The story of Movember founders, Luke Slattery and Travis Garone is one that is picked up and told by the media each year

Well-known faces such as the 7PM Project’s Charlie Pickering and Powderfi nger helped generate coverage across all media types

58+59 06 EVENTS

Launch events Mo Parties In 2009, launch events were held Mo Parties have been running for in Sydney, Melbourne, Brisbane a few years now and were largely and Perth. Attended by friends inspired by the Gala events which and supporters of Movember, are held in capital cities. A couple ambassadors and the media, of years ago a need was identifi ed the events offer an opportunity to help those not living near offi cial to offi cially launch and unveil the Gala events celebrate the end year’s campaign. of Movember. In addition to being Gala Partés popular in rural area, the idea of a Movember culminates Mo Party has become increasingly with a series of Gala Partés. popular with offi ces, clubs and bars and restaurants. Participants could choose either ‘yes’ or ‘no’ to attending a Gala Each party organiser received event in their city when registering. a party pack, including posters, Once they reached $100 in donation boxes, style guides, wrist donations raised they received an bands and badges and stickers. email letting them know they’d been rewarded with a complimentary ticket. If $200 was raised then a second complimentary ticket was awarded. For anyone else, tickets could be bought online. The events are a way to get Mo Bros and Sistas together in one place at the end of the month, to thank them for their collective fundraising efforts and for spreading the men’s health message. And, last but not least, to recognise and award the best moustache there. Over 8,000 Mo Bros and Sistas turned up to the Australian Gala Partés in 2009.

Category Sponsor/Partner Detail

Man of Movember Powderfi nger The ultimate prize awarded to Big Day Out the stand out Mo Bro who has Prize Pack the best Mo, costume and attitude Miss Movember Quiksilver Prize awarded to the standout Mo Sista who has supported and encouraged Mo Bros Team Mo Bro Foot Locker Safety in numbers with this category – Best Team Dennis Lillee at Mo Bro & Sista Bauhaus Clothing Awarded to the Mo Bro/Sista due the Perth launch event with co-founders Trav with a great costume/character Garone and Luke Slattery combination Lame Mo Schick An encouragement award for The launch events the Mo Bro who has tried his best are attended by friends but still only produced a wispy effort and supporters of Movember, ambassadors Mo in Character Warner Best Mo that matches and the media the character/costume The Ultimate Mo Clarion A Mo Bro judged purely on the grooming and stying of his Mo

60+61 The Movember launch event clip presents the campaign and also reports on the outcomes achieved

62+63 Melbourne Gala Not even the rain could stop a great OVER 8,000 party MO BROS AND SISTAS TURNED UP TO THE AUSTRALIAN GALA PARTÉS IN 2009

64+65 Gala Partés are held across Australia, and the world, to thank Mo Bros and Mo Sistas for their fundraising efforts

66+67 68+69 MAN Saxton Gay In 2009, Saxon Gay (right), OF won the NSW Man of Movember MOVEMBER award for the third consecutive year. The teacher from Sydney is committed to raising awareness and funds for men’s health and each year uses the opportunity to engage and educate his students on the issue. Not only does he grow an impressive Mo but each year he raises the bar in terms of his costume – 2009 saw him take centre stage once again as Sir Mo-celot, and the crowd’s cheers confi rmed his certain victory once again.

At each Gala Parté a Man of Movember is crowned, who then goes on to compete for the ultimate accolade, International Man of Movember

70+71 Morning of the Earth transformed It’s a grass roots event with all 07 the surf movie genre in the late 60s competitors required to sport a Mo MORNING and early 70s as an artistic portrait and ride a pre 1980’s stick to enter. of counter-culture and alternative All proceeds of the event go to OF THE MO lifestyles throughout Australia, Bali Movember’s benefi ciary partners. and Hawaii. Morning of the Mo is aimed at fun, The Morning of the Mo surf event the Mo, and uniting surfers to relives the glory days captured change the face of men’s health. by Albe Falzon in the Morning of the Earth surf movie, bringing back the Mo to surf fashion, to help change the face of men’s health within the surf community.

Morning of the Mo poster inspired by surf graphics

72+73 74+75 76+77 The Australian campaign is lucky enough to work in partnership with PARTNERS Hockey Australia In 2009, Movember was the offi cial charity partner for the ABN AMRO AND Hockey Champions Trophy – a tournament held in November SUPPORTERS featuring the top six men’s hockey teams in the world. In a great show of support, the entire Australian national team – the Kookaburras – got on board and grew their moustaches. In addition, the fi rst weekend of the Champions Trophy, at the end of November, was dedicated to Movember, which involved shave-offs, presentation of best Mo’s in the crowd and speeches from Movember representatives. Movember was hugely grateful to each of the players who donated their upper lips to us for the month. And, to prove that good karma does exist, the Kookaburras went on to win the tournament.

The Kookaburras grow their Mos and win the tournament

78+79 A League VB Kangaroos The Hyundai A-League dedicated Grow their Mo’s Round 16 of its 2009 fi xture In an Australian fi rst, the logo to Movember, forming the inaugural of a charity appeared on the front of Movember Men’s Health Round, the VB Kangaroos jersey when they supported by Australian spring played France during November. water brand Cool Ridge. At the VB offered the spot to Movember, time, Archie Fraser, Head of the as part of our long term charity Hyundai A-League commented, partnership. “Players and management French regulation doesn’t allow from the Hyundai A-League beer brands on League jerseys, have been active participants and and while VB has a proud and ambassadors for Movember for a respected position in Australian few years now. This year we’re keen sport, the brand was also keen to make a united and offi cial level to ensure the team respects local of support for Movember and its customs. The sponsorship for this causes. We’re only too happy single match was valued at more to do this via match day experience than $300,000. Rather than let it go and encouraging the players to to waste or open it up to another grow Mo’s and support the cause”. sponsor, VB gifted it to Movember. The round, called the Movember It was a fi rst in Australian history Men’s Health Round, included fi ve for a men’s charity and delivered matches, played at various stadiums great exposure for Movember across the country over the in Australian and Europe – weekend November 27th to 29th. an emerging region for the charity. Brisbane Roar defender, Craig Moore, who was diagnosed with, and since recovered, from testicular cancer, is a supporter of Movember and its causes: “My experience demonstrated the importance of raising awareness and early detection of men’s health issues. Movember is a great way for men to get involved with and raise awareness of men’s health”.

Luke Slattery (middle), co-founder of Movember with Archie Fraser (left) and Craig Moore (right)

Green, Gold and Mos: the Movember logo took world stage with the Kangaroos thanks to the VB partnership

80+81 Sponsors Supporting sponsors In 2009, there were four major The supporting sponsors add life sponsors and ten supporting to the campaign through non- sponsors in Australia. In order traditional marketing campaigns. to support the existing and future Heinz Big Red, Bauhaus, Quiksilver growth of the Movember campaign; and Monarch Paintbrushes each year we team up with a undertook ‘cause’ marketing number of corporate partners. Each campaigns with their products. is chosen for their fi t and relevance Bauhaus designed a range to the brand, their passion for the of moustache inspired t-shirts, for cause and appeal to the Movember the second consecutive year Heinz target audience. Their involvement re-designed their traditional Big helps bolster the participation of Red bottle so that it featured a Mo. Mo Bros and Sistas and as a result For the fourth year, Grill’d funds and awareness raised through restaurants created a loyalty the campaign. program which saw Mo Bros Major sponsors rewarded with free hamburgers. Each plays a vital part in The diverse nature of such activities growing the campaign through results in Movember, through such their creation of fully integrated partnerships, being able to engage awareness campaigns to support audiences which would otherwise their involvement in Movember be tougher to reach. which contributes powerfully to the overall awareness campaign.

Laneway name change in support of Movember – Mo Bro Lane

82+83 Quiksilver ambassadors, including surfer, Matt Hoy, got behind the cause in 2009 84+85 Community Relations Corporate Support 03 05 Spreading the word and engaging Movember Australia is lucky What is your individual How does Energy Australia local communities and businesses enough to receive strong support motivation to getting behind support staff that are involved is critical to growing Movember and from the corporate sector. There Movember? with Movember? 2009 saw increased activity at all are a number of ways in which they The main reason is that Movember We support staff through our levels of community engagement. get on board; via dollar matching, has clearly resonated with our Community Program. This is where In Australia, we are often asked encouraging staff participation, staff, and if something is important employees can access $300 grants and invited by organisations circulating information and to staff, it’s important to me as to go towards the organisation they to speak to employees about providing health checks for staff. the Managing Director. volunteer for. When employees raise $100 or more for the Movember the initiative, how to get involved Managing Director of EnergyAustralia Also, I have to recognise that and Movember’s health messages. 80% of our staff are male and Foundation, they can apply for recently provided us with a brief the $300 grant to contribute to In addition, Movember seeks insight into how Movember can play men’s health has to be a big focus of the organisation. EnergyAustralia’s overall donation out communities, groups and a part in offi ce life. to Movember. businesses with which they can Questions and Answers for George 04 Movember has been a fantastic engage and inform. This takes Do you think that corporate Maltabarow, Managing Director, catalyst to encourage staff to be shape in a number of ways – from leaders have a responsibility EnergyAustralia aware of their wellbeing and be a meeting with the head of a large to encourage and drive staff to proactive in managing it. In 2009, corporation to garner support to 01 engage in charitable activities? we introduced health checks to speaking with entire sports teams How long has EnergyAustralia Corporate leaders have to give them an understanding of been involved with Movember our staff. This is where we provided a responsibility to do the right 20-minute lifestyle based health Movember and its long term goals. and why was it chosen as a thing every day and that includes cause to support? checks to staff across the supporting the community, and organisation for both men and EnergyAustralia has been involved helping their staff do the same. women. We will be expanding with Movember since 2007, when Even in diffi cult economic times, the health check program this our staff began supporting the event. companies should think creatively year to further encourage staff As an organisation, we support about ways to support the to proactively manage their health. staff who are actively involved community, such as through 06 in community groups. in-kind support. We all know What do you think are the that sometimes small actions Movember is the main charitable important messages your staff can make the biggest difference event our employees get behind, have taken onboard from being to the community. and because of this, the company involved with Movember? recognises their efforts and provides support for them throughout As almost 80% of our staff are the month. male, it’s very important they take on board Movember’s key 02 messages. We are engaging our How many staff members staff by providing a broader health get involved each year with check programme for 2010. the cause? 07 More than 400 EnergyAustralia staff Who in your opinion take part in Movember each year. has the ultimate Mo? This has seen EnergyAustralia and our staff contribute over $230,000 As an engineer, I have to say to Movember since 2007. John Bradfi eld. He is better known as the engineer who designed the Sydney Harbour Bridge but he had a pretty good Mo too.

86+87 The Australian campaign raised $22.3 million For further information about FINANCIAL this year. Of the funds raised, Movember donated The Foundation, please contact: $18.3 million (82% of funds raised) to our two men’s Juliette Barnes, OVERVIEW health partners – The Prostate Cancer Foundation PO Box 292 and beyond blue – the national depression initiative. Prahran, VIC 3181, 1300 GROW MO (1300 4769 66) After donating 82% to our benefi ciary partners, www.movember.com the remaining 18% was used to promote men’s or [email protected] health awareness (6%), for fundraising costs (5%) and administration costs of 1%. A further 6% ($1.3 million) was retained to contribute to the cost of running future campaigns. The total cost of administration and fundraising at 6% of donations is low by global fundraising standards, and refl ects our goal of continually reaching for the best possible campaign outcome while carefully monitoring costs.

41% 6% 5% 1%

6%

41%

Application of funds raised in Australia

Donation to beyondblue, 41% the national depression initiative Donation to the Prostate 41% Cancer Foundation of Australia Men’s health promotion 6% Administration 1% Fundraising costs 5% Retained funds 6%

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