Here at TBWA Singapore we understand one basic truth: people in agencies aren't always the best mates. That made us think… what if we converted those bad feelings into a good thing – in this case valuable funds for men's health?
This November, being bad will do good.
For the whole month of November, the men at TBWA are volunteering to be mo'lested. Which means that their facial hair is being put up for auction –the proceeds of which will be donated to SingHealth Foundation Prostate Cancer Research Fund.
For the first 3 weeks of November, the men of TBWA will let their faces become hairy canvases. On the 24th on November, the highest bidder for each face wins the auction and gets to carve, cut and paint a design using the hair that has grown between the eyes and the shoulders of his victim's face. For the following week, the mo'lested men will have to walk about displaying other people's badness – for a good cause.
It's beyond sweet. You can watch the video we put together here and share it to help us spread the word. There's also the virtual mo'lestation practise centre where people can have a virtual go at it and share with their friends on Facebook and Twitter.
People are really generous without knowing it. Donating for donation's sake is boring. By making it fun and cool – and evil, we can increase the amount collected for SingHealth. That's why we tweaked the normal auction process… And here's what we did... We made it so that every time someone bids, she/he's actually making a donation. This way, money's always rolling in.
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