In a country where a wig costs 4 times the average income, cancer doesn’t just destroy a woman’s health, it also destroys her dignity. Since there are no government programs to help out with hair collection centers or with money to produce wigs, everything lies in the hands of non-profit organizations, which rely strictly on donations from the public. Fundația Renașterea, one of the most active local NGOs in this field, decided to create a NEW CHARITY MODEL in order to convince women to cut 15 centimeters of their hair and donate it for wigs. Together with McCann Bucharest, BRAVE CUT was launched – a haircut that combines the symbol of support with the actual donation of hair.
We created it with the most awarded hairstylist in the country so donation didn’t feel like donation anymore, it felt like fashion. The campaign was launched with celebrities getting the haircut on live TV, which resulted in a massive number of followers who rushed to hair salons to get it themselves. Hair salons all over the country were involved in the campaign, offering the haircut for free and helping collect the hair. Fashion magazines and TV Shows covered the subject until BRAVE CUT became the biggest hair styling trend in the last decade in Romania. The results were impressive: more than 2400 women donated over 92 Kg of hair, that can deliver 651 wigs.
Country : Romania
Agency : McCann Erickson Romania
Advertiser : FUNDATIA RENASTEREA