TBWA\ Singapore wants you to Mo’lest their men

Every November, men all over the world grow their moustaches in support of men’s health issues. While donning a ‘Mo’ for a month is fun, TBWA might have found a way to turn all that goodwill into big dollars for the SingHealth Foundation Prostate Cancer Research Fund. As the campaign tagline says ‘This November, being bad will do good’.

Here’s how – all the agency’s male employees, including Chairman Phil Brett and Chief Operating Officer Alrick Dorett, have pledged to stop shaving for the first three weeks of this month. During this time, anyone can head over to molesttbwa.com and bid for the right to mo’lest their faces; which in essence, is the right to dictate whatever depraved moustache, beard or hairy design they want these men to wear for the last week of November.

“There’s not a lot of love lost between agencies and even between departments within agencies. We’re hoping that we can turn these old grudges into dollars and have some fun while we’re at it,” says Gary Steele, TBWA\ Singapore’s Creative Director.

On the November 24, each male employee’s face will be mo’lested by a skilled barber based on each winning bidder’s design. The only way the Mo’lested can avoid the indignity of wearing that design for a week, is if they match the highest bid – in which case they only have to bear it for 24 hours.

On molesttbwa.com’s homepage there’s a short video that further explains the mechanics of the Molest the Men of TBWA\ initiative. The website also features a “virtual mo’lestation practise centre” in which users can have a go at virtually mo’lesting the men’s faces and sharing their bad creations on Facebook (facebook.com/TBWASingapore) and Twitter (@TBWASingapore).