We’re all familiar with movements like Movember. They’re awesome and newsworthy because they help raise awareness about important health issues. But, long before there were efforts like this, we were inspired to create a movement of our own that was centered around the upcoming release from Tampa’s Underoath entitled Lost In The Sound of Separation. We called it Septembeard.
The idea behind Septembeard was simple. Since we knew that most of Underoath’s fans were males ranging between the ages of 18 and 24, we sought to create a movement that would give those fans the opportunity to put their beards on display to the world. From August 1st, 2008 until the album’s release date (September 2nd), we encouraged fans to give up shaving and release their facial hair into the wild. We even enlisted the help of all five members of the band to participate and document their progress. Furthermore, we created the finest tools of the day to enable them to showcase their beard brilliance.
We built the website Septembeard.com to be the hub of the movement and allow fans to witness the progression of the band and their peers. The Septembeard widget enabled fans to showcase their photos on their blog. The effort ultimately culminated on September 2nd when we encouraged fans to post a final picture of their beard while holding a physical copy of the band’s new album.