NYC-based Barba is launching a public service campaign to encourage men to grow their beards during November - known as Movember - to support testicular cancer awareness.
Developed with agency Terri & Sandy (T&S), the "Pay With Your Balls" campaign invites men who grow their beards during the month to then come into the men's grooming boutique December 1-3 for a free grooming in exchange for their participation in a complimentary testicular cancer screening.
A photographer will be on-site during the event so clients can document their post-Movember styles and share them across social media. Barba will also promote the event and campaign on its social media sites and website.
In addition, the first 50 guests will receive a special “package” with custom designed underwear donated by C-IN2 that boasts: “Paid with my Balls.”
In advance of Movember, outdoor boards with the headline: “This Movember, Pay with Your Balls” are running throughout the salon’s Chelsea neighborhood.
For the month of November, the salon will support the campaign with large posters on the salon windows along with hundreds of jars filled with ping pong balls. Inside mirrors showcase statistics about testicular cancer, including if detected early, testicular cancer is over 95% curable; testicular cancer is most common in men aged 15-34; monthly self-exams are the most effective method of early detection.
Xavier Cruz, Barba's owner, is a friend of the agency and T&S brought him this idea pro-bono. He is famous for giving CNN anchor Anderson Cooper his signature cut in the 90s.
“We are passionately dedicated to helping men take care of their physical appearance, but our mission is deeper," says Cruz. "We want to promote the importance of good physical health as well. ‘Pay with Your Balls’ is our way of supporting the Movember movement.”