Inspiring 87,500 people to donate hair to cancer patients
The video ended with a Pantene cell phone number asking viewers to create their own WhatsApp donation groups with six friends – because you need seven donors per wig.
When they added our number, a cancer patient became the eighth group member.
Massive donation events in 200 malls, metro stations and in 500 hairdresser salons across the country offered free haircuts to everyone who donated.
Cancer treatment causes hair loss which can damage self-esteem. Sufferers just want to blend in with the crowd, but to do so they need wigs.
Pantene’s Beautiful Lengths is the brand’s global initiative to ensure women get the wigs they need to help them feel like a person again.
To date, almost 60,000 wigs have been created in Israel – but it’s not enough to meet demand. We needed to keep donation momentum going.
Using hidden cameras, we created a social film showing what it felt like to walk down the street as a bald woman, once with a wig and then without.
Increase in donations
87,500 new donors created 12,500 wigs.
Donations were up 30% on 2017’s record-breaking number.
Our project even picked up the Israel Prize, the most prestigious state honour.
Festival of Media Global 2019
Gold: Best Engagement Strategy
Effies Israel 2019
Gold: Social and Public Responsibility
WARC Media Awards 2020
Gold: Channel Integration