Gen_a_Mo

Client: Movember

In November 2025, Movember and Google UK launched Gen_a_Mo, a cutting-edge campaign merging generative AI with global health activism. By partnering with Google Gemini, we created the world's first AI-powered ‘try-before-you-grow’ experience, allowing participants to test-drive Mo’s before pic king up a razor. This solved a foundational challenge - moustache commitment anxiety - creating an inclusive movement that welcomed all ages and genders.

The campaign centered on high-impact celebrity advocacy and a viral donation loop. A-list supporters used Gemini to preview their mo’s, sparking a digital trend that saw over 90,000 participants share their AI-generated polaroids. For every share, Google UK donated £11, successfully reaching the £1 million funding milestone.

The impact: • £1 million raised: the equivalent of 90,000 young men accessing Movember’s Ahead of the Game programme, enabling 90,000 young men to access vital mental health literacy and resilience training. • Massive engagement: Significant social reach driven by user-generated content and A-list participation from Joe Wicks, Alison Hammond, and Peter Crouch. • Tech for good: Showcased practical, positive AI utility amidst global technology debates.

Gen_a_Mo did more than raise funds - it proved that AI can be a powerful vehicle for empathy, health advocacy, and tangible societal change.