Premiile obtinute la FIBRA #2:
PREMIUL SPECIAL AL JURIULUI/ Brave Cut
GRAND FIBRA/[NON-PROFIT]:
Brave Cut / Fundatia Renasterea / McCann
- GOLD FIBRA @ Non-Profit
PRESENTING THE CASE
Campaign / Execution Summary
In order to get women to donate their hair for wigs, we invented a new haircut which we called BraveCut. All the hair we cut goes into wigmaking. So donation doesn’t feel like donation. It feels like fashion. We helped it become popular when Romania’s most popular TV presenter, Andreea Marin cut her live on TV and got a BraveCut with its signature element: the hair is left longer on one side and shorter on the other. The haircut was covered by fashion magazines and shows until it became the latest trend out there: doing good was back in style.
CONTEXT / PROBLEM / OPPORTUNITY / INSIGHT
In Romania, 137 women find out they have cancer every day. During chemotherapy, they lose they hair and with it, their dignity. That’s because a natural hair wig costs three times the medium income in Romania- which, for a woman already having to pay for treatment and special food, if completely unaffordable. Hair donations would help, but don’t happen in our country: There is no official collection center and hair salons aren’t instructed to collect it. Moreover, it’s hard to make women give up their long hair.
TARGET GROUP
Women with long hair who could donate at least 15 cm of it. They care about their hair, but could also care about women going through the cancer treatment. They respond well to the latest trends and what happens in the now. Would donate their hair if it were made easy to them and feel like their donation is in the right hands.
RESULTS
More than 2400 women donated
92 Kg of hair
That can deliver 651 wigs
That is 48 times more than the whole last years donations
INFO
Agency/Company: McCann Worldgroup Romania
Entry Case Title: Brave Cut
Brand: Fundatia Renasterea
Client: Fundatia Renasterea
CREDITS
Chief Creative Officer: Catalin Dobre
Copywriter: Ioana Zamfir
Art Director: Alin Sirbu
OTHER CONTRIBUTING COMPANIES
Media Agency: UM Romania
