The creative idea was entwined with the Media idea: to open up debate and create maximum exposure with a single letter that challenged schools to give us their support.

The letter itself, was personalised, polite, but determined, setting out the issue and calling for a response.

And it didn't take long to work.

We wrote personally addressed letters to every single principal that had a 'clean shave policy' and asked them to relax their policy for the month of November.

We sent them an online link where they could download posters supporting Movember to put up in schools.

Our hypothesis was that while some might agree, many would say no. This would create tension between charity - supporting a good cause - and discipline - keeping consistent school rules. The clash of viewpoints was bound to generate controversy.

To spark interest of media outlets we sent the letter to national and regional media, they followed up with news stories.

We also asked media to run the letter as a full-page ad for free. We knew that public opinion would add impetus to the letter.

Mainstream TV networks, radio stations, online news and 38 media outlets picked up the story reaching the entire population.

Our new PR strategy delivered a turnaround in growth across the board.

o 14% increase in participation of Movember YOY.

o 49% increase in funds raised YOY, this was up over 54% on the 3-year average.

o Over $1.7 million in donations, the highest in seven years.

R.O.I. of $1 spent to an amazing $9,562 earned. (we only spent $178 on postage stamps).

We generated earned media across the following 38 national media outlets some of which included: Stuff, Newshub, Newstalk ZB, The Dominion Post, TVNZ Breakfast, Radio New Zealand, and many other community media channels.

Free Display media to a value of estimated at $550,000.