It's for a campaign called "Movember" for the month of November.. and I just talked to the CEO Adam Garone about it:
"The idea is that you start the month clean-shaving and then for 30 days you grow a moustache. And the tag line is 'changing the face of men's health' so by men changing their appearance it generates conversation. And, we focus on prostate and testicular cancer/butt/the aim is to get men of all ages engaged in their health and aware of the health risks that they face, and we have a specific focus on prostate cancer because that affects 1 in 6 men and so the idea is to get men focused on that and so that by the age of 40 to 45 years old they get to talking to their doctors about it, because like many cancers, if you can catch it early enough, it can be very treatable."
Info about Movember: http://us.movember.com/