Septembeard Identity

Septembeard is a charity with an ambitious cause: eradicating prostate cancer from the face of the Earth. To accomplish this in a fun, engaging way, Septembeard asks men from around the country to form teams and agree to grow beards for the month. Those teams then ask friends and family to sponsor that month’s extra fuzziness, with all donations going to leading institutions like Johns Hopkins, the Mayo Clinic and UCSF. From the earliest days of Septembeard’s initial planning, the charity’s founders partnered with B’stro to build an identifiable, unique brand, and increase its visibility and legitimacy.

We kicked off the campaign with full-page print ads in Men’s Health, Runner’s World and Golf Digest, as well as banner ads on TheWeek.com. Through a strong Facebook, Twitter and YouTube presence we created a buzz online and developed a healthy grassroots following. Finally, we launched Septembeard.org, from where teams can get ready, get excited and get involved.

With final funding nearly tripling the first year’s projected goal, Septembeard has proven itself to be a great success. The organization has even more ambitious goals for 2012 and all of us at B’stro look forward to being a part of this project’s growth.