A six year old girl is purposefully cutting the hairl off her dolls. She hands it to her mom who has tears (of gratitude) as she is a cancer patient.
Philosophy
In order to give people a meaningful way to help, Grey developed Print/TV advertising which sought to encourage people to grow, cut and donate their healthy hair to create wigs for women who have lost their hair due to cancer treatment. Our print PSA featured award-winning celebrity spokesperson Diane Lane whoâs purpose served to get the word out about the campaignâs call to action. In addition, Diane helped launch the campaign by cutting and donating her own hair this July on national television. Our TV advertising served as an emotional reason for women to get involved in the program by driving emotion of the cause; uplift and nurture other women by inspiring acts of extraordinary personal generosity. A deliberate call to the beautiful lengthâs website was incorporated within the advertising.
Problem
58 percent of women consider hair loss to be the worst side effect when undergoing chemotherapy and eight percent of these women may avoid potentially life-saving treatment altogether because of their hair loss fear.
Result
Key Highlights: 148,172 website page views, passed year one goals of 6000 hair returns with 6110 before end of year, Gold ADDY Award for âDollsâ spot, Mobius Award for âDollsâ spot, EMMY nomination for âDollsâ spot, Ad Age Spot of the Week for âDollsâ.