NASCAR

NASCAR x Movember Foundation

The campaign’s objective is to promote NASCAR’s partnership with the Movember Foundation which provides education and resources to men about their health. The foundation is an international charity that addresses major health issues including prostate cancer, testicular cancer, mental health and suicide prevention through funding medical research and programs that provide health resources for men globally. The Movember Foundation started in Australia in 2003 and has since funded over 1,200 men’s health projects around the world. By 2030, their goal is to reduce the number of men dying prematurely by 25%.

American men between the ages of 35-50 who watch NASCAR are the target audience for this campaign. NASCAR has around 47,250,000 fans who are men and majority of their male audience are over the age of 35. The campaign will use the personification of NASCAR drivers’ mustaches to engage with the audience. Both organizations have a preexisting mustache culture which will be used to unify the campaign. The art direction is headline driven with imagery of drivers to create an intimate tone to reflect the personal stories shared by advocates for men’s health. A narrative based around the mustache will add humor to connect with the target audience on serious topics of early cancer detection and mental health

NASCAR fans’ loyalty to the sport extends to official sponsorships. Fans will consistently support brands that are associated with NASCAR or sponsor their favorite drivers. This offers the Movember Foundation the opportunity to create a lasting relationship with this demographic. In addition to spread ads there will environmental and digital components. The microsite provides information on how the fans can participate with the campaign. In addition, the microsite will direct more traffic to the Movember Foundation webpage.

Cardboard mustache would be given out at NASCAR events to fans who donate to the Movember Foundation when they purchase  NASCAR merchandise.