Sean Smith

If you’ve been pondering why some of your fellow coursemates’ five o’clock shadows have persisted past the hours of dawn, fear not; Movember is in full swing. As we close out the month of November, you may have noticed many different initiatives around the college community to raise funds for men’s health. Between sea swims at the forty-foot, a moustache before-and-after post of that one society with little indication of said ‘after’ or watching the infamous DUBES fight night, Trinity has its fair share of contributions for the nonprofit. But who is behind the charity we have grown to know and love so well, and what is it like working for an organisation like Movember? Editor-in-Chief Sean Smith spoke with Marketing & Communications Director Aisling Quigley and Irish Country Director Sarah Ouellette to learn more about their roles at Movember Ireland and what goes on behind the mo’.

Background & Mission

Going on its 21st year of operation, Movember is a nonprofit dedicated to bolster men’s health, with mental health and suicide prevention as well as prostate and testicular cancer being of particular focus. What started as a conversation between two friends about the drift of the moustache in men’s fashion over drinks in Melbourne, Australia has now become a global movement, challenging men to grow a moustache to raise funds for these charitable tenants. 30 humble moustaches soon turned to 5 million, with the nonprofit raising $137.2 million AUD in its recent fiscal year. 

Beyond the stache, the heart of Movember’s brand lies in its locality. Commencing operations in Ireland in 2008, fundraising activities possess  a distinctly Irish flair, reaching men at meaningful touchpoints. ‘We have a dedicated community of supporters who have been with us since the day we launched in Ireland, that has been the backbone of our growth.’ says Sarah. ‘Our partnership with the GAA and GPA as well as the work we do with UCD are all impacting Irish men.  What brings it all together is the Movember ethos, brand and straight talking approach which has really resonated in Ireland.’ The team’s core value of ‘Having Fun while Doing Good’ is instilled in Movember’s culture, with a diverse group of individuals committed to putting men’s health in the limelight.

Marketing the Mo’

As with most nonprofits and social enterprises, marketing and branding efforts transcend beyond commercial interests, instead blending purpose with action. Instead of focusing on hitting sales targets, Movember’s product lies in its mission and commitment to men’s health. “This means that we have to be extra thoughtful and sensitive in how we communicate,” Aisling explains. “We’re not just asking people to buy something, we’re inviting them to join a cause and support something deeply meaningful. We’re dealing with potentially life-changing issues like mental health and cancer, so we have to be really mindful about how we engage people, making sure our messaging is always respectful and inclusive.”

Without the resources and budget one would find in a traditional corporate marketing department, Movember leverages its creativity and resourcefulness to shape its branding. With a recent campaign seeing a Movember phone booth on Grafton Street where passerby could share a story about how they are feeling to a public service announcement titled ‘Be a man of more words’, the group succeeds at striking a balance between playfulness and impact. Aisling voiced that “Hearing stories from men who got a physical check-up or opened up about their mental health because of Movember—it’s incredibly moving. Knowing that our campaigns can encourage those life-saving actions makes the hard work worthwhile. A current initiative the group is exploring is esports and gaming; through tournaments and in-game promotion, Movember is promoting men’s health in non-traditional areas of growth.

Day-to-Day: Campaigns & Community

With a lighthearted and meaningful culture, what does a normal day look like for members of the Movember Ireland team? For Aisling and Sarah, focus is drawn on long-term strategy. As Country Director, Sarah explains that her day varies between supporting local work involving media interviews and planning future strategy with their global colleagues in London and Melbourne. “No two days are the same, but most involve working with our fundraising, marketing and programmes teams on the ground here in some capacity,” she exclaims. “There are a lot of late night calls with our global teams due to time zones but I don’t mind!”

For Aisling on the marketing team, sustaining stakeholder engagement while analysing broader market trends are pivotal for her daily work. To remain competitive as a nonprofit, Movember aims to push boundaries with their campaigns, partnering with exciting brands and creating consumer experiences unique to Movember. “Day-to-day, my role is a mix of planning, creating, and responding,” she says. “On any given day, I might be drafting campaign materials, coordinating with our media partners, brainstorming with ambassadors, or handling last-minute details for an event. There’s also a lot of collaboration — whether it’s internally with our team or externally with partners, we’re always working together to keep things moving.” Another area for development has come in the form of advocacy, championing men’s health to the Irish Government in Ireland European Union aligned goals in cancer and mental health.

Advice for Students

For those interested in a career in the nonprofit or social entrepreneurship sphere, the pair shared some insight into breaking into the field. “You need to be truly passionate about the cause you’re supporting,” Aisling remarked. “Non-profit work can be incredibly rewarding, but it also comes with unique challenges, and having a strong connection to your mission will help you stay motivated. Be prepared to wear many hats, be adaptable and stay open to creative solutions. Above all, remember that every little bit of impact counts—it’s all about making a difference, no matter how big or small.”

Joining the nonprofit space does not need to be linear, either. For Sarah, her entrance to her role at Movember came from a tech and media background, which she found beneficial in skill development for her current role. She advised that “having a broad base of skills that include project management, financial acumen and data-led decision making are increasingly what we’re in need of in the sector.”

So whether you are itching for the warm grasp of your razor come the 1st of December or enjoying the Students’ Union guerilla techniques of digital fundraising, it is wonderful to see the Trinity community rally around such a poignant cause. If you want to learn more about Movember and donate to an amazing cause, you can avail of more information here.