Case Name :      Movember: More Mo Sistas

Authors :           Michele Parkin, Paul Bigus, Shreya Tekriwal

Source :             Ivey Publishing

Case ID :            W13404

Discipline :        General Management

Case Length :    11 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

During the month of November, many men in Canada and around the world participated each year in Movember by growing moustaches and collecting pledges. As a not-for-profit organization, Movember Canada strived to raise both money and awareness for men’s health, specifically prostate cancer. The community development manager for Movember Canada faced an interesting challenge. The participation of more women represented a significant opportunity to make a large impact with monetary fundraising, but it also provided an important chance to change attitudes towards men’s health. However, many organizations relating to women’s health were already well established and successful at reaching out each year for support from female demographics. The manager needed to determine how the organization could attract and involve more women in battling a health issue that was not their own. Compounding the challenge was the efficient and simple campaign operated by Movember Canada, which relied on a lean team and low administrative costs.