work

P&G | Pantene
Beautiful Lengths

Almost everyone who undergoes treatment for cancer, loses their hair - they feel like a walking billboard for the disease. So we persuaded Noa Azoulay, an Israeli teenage cancer sufferer, to become a real billboard, asking Israelis to get her off Israel’s biggest billboards by donating their hair.

Challenge

Beautiful Lengths is Pantene’s charity that allows people to donate hair to be converted into wigs for cancer sufferers.

Donations to Beautiful Lengths in Israel had dropped 13% year-on-year. So thousands of women undergoing treatment for cancer weren’t getting the chance to receive a wig.

Idea

Cancer sufferers feel like walking billboards for the disease, so we made people relate to them by making their suffering personal – with billboards.

We put one patient at the heart of the message – Noa Azoulay. Noa spoke to the nation through the most visible billboards in Israel. Her message was simple: “Without a wig, I am just a billboard for cancer. Help me out!”.

Results

  • Hair donations shot up 13%
  • We reached 80% of women in Israel
  • An additional 13% of people bought a bottle of “Beautiful Lengths” Pantene to support the campaign.

Awards and Recognition

  • Impact Awards | Silver
  • WARC Awards | Silver: Effective Use o Brand Purpose
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