In November 2014, PROCURE – Quebec’s prostate cancer organization – asked Youville to develop a high profile campaign to counter Movember’s strong presence in the province, which was attracting many of the organization’s previous donors.
Youville created a unique concept – the Bowvember campaign featuring a chic bow-tie co-created by local designer Luko Marion and Quebec celebrity Jean Pagé who survived prostate cancer – which generated more than 36 million media impressions in just 4 weeks.
In order to showcase that even the strongest, most masculine men could be touched by the disease, Youville enlisted players from Montreal three professional sports teams as ambassadors: Brandon Prust from the Canadiens, Marc-Olivier Brouillette from the Alouettes and Ignacio Piatti from the Impact. Montreal Mayor Denis Coderre also got on board and held a photo opportunity for media at City Hall to raise awareness for the cause.
A fashion photoshoot featuring all of the campaign’s ambassadors enabled us to ensure strong editorial coverage with high quality images, including countless celebrity ambassador interviews on every television channel and radio station in the province as well as in-depth newspaper and blog articles. A media mailing including the 2014 bow-tie was sent to Quebec’s most influential male television and radio hosts, most of who wore it on air on November 19th for International Men’s Day.
Social media played a key role in ensuring the campaign went completely viral. Quebecers were asked to share a photo of themselves wearing the PROCURE bow-tie (or their own) on November 19th. All those who shared their photo or purchased a bow-tie were entered into the Bowvember contest for a chance to win 3 sets of 10 tickets each in a private loge for a Canadiens, Alouettes and Impact game. A social media content calendar was also provided to all ambassadors, enabling PROCURE to gain significant exposure through their social networks. Youville also developed a native advertising campaign with the popular blog Urbania, including 10 articles about prostate cancer published in November as well big box ads and a homepage takeover by PROCURE.
The campaign was so successful that the Quebec National Assembly passed a motion to make November 19th Prostate Cancer Awareness Day in Quebec. All 3,000 bow-ties sold out in just 10 days, raising more than $150,000 for PROCURE. Donations in November and December increased by more than 10 times and Bowvember was dubbed the new Movember in Quebec.