Carat is taking Montreal moustaches on the road with a new Movember contest that asks registered mo bros to email their photos in and have them displayed across Cogeco Métromédia’s 116 Metrovision digital screens in the city’s subway system.

People who put their best ‘mo forward and enter the contest (by emailing info@metrovision.ca) will have the chance to be randomly drawn and win $100 each week of the month. The money will be directly deposited into the participant’s Movember donation page to help the cause, Claudia Gervais, director of PR for Velocity, which works with Carat, tells MiC.

“This is a new idea for Movember and is the first time the organization has done a transit campaign like this,” she says.

Movember’s target demo is males 18 and over who grow moustaches and urge people to donate to their personal or corporate pages, supporting prostate cancer and male mental health initiatives. Carat signed on as the media agency of record for the organization earlier this fall. Creative for Movember is done by Australia-based Urchin.

In addition to awarding individuals, the Montreal-based contest is urging agencies to enter by taking Movember team photos in a bus or metro station and sending them in. The contest runs until the end of November.

[iframe_vimeo video=”53550122″]