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Colorectal Cancer Canada and Ogilvy are betting that a big beard can be a force for good.

The epic beard belongs to Dave Lamarche, a Québec-based art director who’s one of the thousands who grew a covid beard. But then Dave took it to eleven. His ZZ-Top-style scruff measures no less than 16.27 inches. What’s more, he vowed to shave it all off on April 2nd to raise awareness of colorectal cancer.

It’s all part of 'Shave Dave,' a month-long effort to draw attention to the cause timed to coincide with Colorectal Cancer Awareness Month. The campaign introduces consumers to the risks of colorectal cancer through the lens of Dave, who was looking to inject some meaning into his life and came to believe his beard could change minds.

“It’s kind of like Movember,” says Gavin Drummond, chief creative officer, Québec, at Ogilvy, “except Dave’s beard is doing all the heavy lifting.”

Launching on March 6th, 'Shave Dave' targets all Canadian adults, as young adults are now increasingly at risk. But it’s specifically aimed at recruiting companies to educate their employees about the disease and the importance of getting screened.

“We’ve been spreading the word about colorectal cancer for decades,” says Carole Brohman, executive director, Colorectal Cancer Canada. “But we realised that if we could get companies on board, we could literally save thousands more lives.”

Says Gavin, “Colorectal Cancer is Canada’s second-deadliest cancer, so this is obviously a serious issue. But we think that by treating the subject lightly, we’re much more likely to get people to take notice. Plus, we get to answer that time-honoured question: is it really possible for a beard to be an influencer?”

The pro bono campaign runs nationally and includes OLV, radio, digital OOH, online banners, and social media ads. Media was donated by Bell Media and LaPresse.