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The Movember Foundation is a registered 501(c)(3) non-profit organization that organizes the men's health initiative, Movember - "Changing the face of men's health".
The Movember Foundation challenges men to start Movember 1st (November 1st) clean shaven, then grow and groom a mustache for 30 days to raise awareness and donations to find a cure for prostate and testicular cancer.
Since 2004, the Movember Foundation has raised over $47 million USD for its beneficiary partners in Australia, New Zealand, UK, US, Canada, Spain and Ireland.
Challenge:
The culmination of the month-long Movember initiative is a series of international gala parties for men and women to celebrate individual and group achievements of raising money through donations and sponsors.
The Movember Foundation's website - www.movember.com - serves as an interactive social community for participants to manage their fund raising efforts and encourages them to post photos throughout the month displaying creativity and progress in growing a mustache.
By nature, the photos and images posted are an integral part of participant engagement.
Individual gala events have as many as 1,000 attendees and Movember wanted an interactive way to allow all attendees at multiple event sites to be able to see the creative costumes and mustache designs of those at parties in different locations in real-time as the events were taking place.
The San Francisco and Los Angeles galas occurred on the same day at the same time and served as the best opportunity to provide this real-time connection.
The Solution:
Movember chose Mosio's text-to-screen technology which enables SMS/text messaging and MMS (Multimedia Messaging Service) messages sent from mobile phones to post as messages and photos to an online interface.
The interface was then projected onto a large display screen via video projector at each event site. Attendees at both gala events in SF and LA were able to use their mobile phones to participate simultaneously in the text-to-screen service, providing a real-time view of both events as they were happening.
Through the website interface, Movember was able to utilize a custom design "wrap" to provide simple instructions and brand the display area with sponsor and partner logos.
Results:
Adding Mosio's text-to-screen to their events, Movember was able to engage their audiences at both galas and even those off-site, providing "as-it-happens" comments and photo images of participants, displaying the essence of the Movember movement.
Best Practices:
Promoting the text-to-screen service to all of the Movember members (not just those attending the galas), those who lived outside of the selected event cities were still able to participate by text messaging their photos into the service as the events were occurring, extending engagement beyond the walls of the event venues.
