I was just embarking on an explanation of Movember to a work colleague, and when confronted with the question “Have you ever heard of Movember?”, his response was:

“No ? Is it some sort of festival where you wear mauve for the entire month ?”

He and another workmate were developing the idea into some kind of gay celebration, when up on their browsers popped the reference website I'd given them – www.movember.info. As far as they were concerned, that was game, set & match.

The question is: how the hell do we overcome this hurdle ? How to reclaim Movember from Mauve-ember ?