Aegis media agency Carat has signed on to work with Movember for its 2012 campaign, which kicked off recently and runs until the end of November.

This year, Movember is raising money for Prostate Cancer Canada, as well as its new initiative, the Canadian Male Health Network (CMHN). Creative, done by Austalian-based Urchin, centres on knowledge that passes from generation to generation with the tagline “Movember and Sons.”

Chris Thompson, chief client officer, Aegis Media, tells MiC that the media plan for Movember this year will include the historically used TV spots of past years, but will see a bump in digital ads to reach the cause’s younger target. The cause targets males over 18, with a sweet spot age of 32.

“We are going to be putting an emphasis on digital, in particular search and pre-roll,” he says. “The fact that the audience is primarily digesting digital means that makes sense.”

Last year Canadian Mo Bros and Mo Sistas (as they are affectionately known), raised $42 million, making Canada the top fundraising nation in the world for the cause, according to a release.