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The brief

In 2011 we created the Gallery of Mo, an online gallery in which visitors could donate money to the prostate cancer charity in return for a portrait from a selection of designers and guest artists. Every £1 donated was equivalent to one minute spent on the portrait – so donors could have anything from a quick sketch to a painstakingly rendered likeness – complete with a fabulous personalised 'mo' to finish the look. The project was a huge success, raising over £5,000 in donations, achieving over 16,000 hits and attracting considerable media buzz. Returning to the project in 2012 was a no-brainer – our objectives were to beat our 2011 fundraising total, get as many artists, media figures and donors involved as possible and continue to strengthen our association with the Movember Foundation. We lined up over 290 artists wordwide to participate in the scheme. We vamped up the website and improved the functionality. To make the process of managing portrait requests quicker and more effective, we built a custom CMS that allowed artists to log in and upload their work, set a minimum donation fee for a portrait and be automatically notified when a donor request came through. Likewise, donors were given the opportunity to browse a directory of over 150 contributing artists and securely upload a photograph that their Mo Portrait would be based on.


The strategy

To further drive donations, we introduced a competition element with the grand prize of a personalised zombie portrait by Charlie Adlard, the comic book artist who illustrates the iconic 'Walking Dead' series. The winner would also appear as a character in one of his comics.

There was also an opportunity to win an 88cm ‘Movember creature’, created by Felt Mistress, a popular bespoke designer. For a chance to win these prizes, visitors to the Gallery of Mo website could donate £1 to receive a digital ticket for the prize draw. We also illustrated a number of celebrities to help promote the site. TV personalities including Lisa Snowdon, Danny Wallace, Huey Morgan and David Schneider were given their own personalised ‘mo’ portraits, with many responding positively on social media. We also drew an approving tweet from the God of Twitter himself, Mr Stephen Fry!

Movember portrait of Adam Campion

The outcome

We attended a number of live gala party events for The Guardian, Defect House and Links of London in which our artists created on-the-spot Mo’traits for fellow guests. The London gala started with three artists drawing at a time on a rotation basis, but demand got so high – with queues up to 40 people deep – that all nine of our visiting artists were forced to work none-stop for four hours to meet demand. There was also an opportunity to win an 88cm ‘Movember creature’, created by Felt Mistress, a popular bespoke designer. For a chance to win these prizes, visitors to the Gallery of Mo website could donate £1 to receive a digital ticket for the prize draw. We also illustrated a number of celebrities to help promote the site. TV personalities including Lisa Snowdon, Danny Wallace, Huey Morgan and David Schneider were given their own personalised ‘mo’ portraits, with many responding positively on social media. We also drew an approving tweet from the God of Twitter himself, Mr Stephen Fry!

Gallery of mo portrait Gallery of mo portrait Gallery of mo portrait