Chemistry doubles 2021 donations for Shave for a Cure

Independent advertising agency Chemistry has impressively doubled donations per shavee for Leukaemia & Blood Cancer New Zealand (LBC)’s 2021 Shave for a Cure campaign, ‘Every Shave Matters’.

Chemistry, who has been working with LBC for four years, saw a 50 percent increase in donations per individual shaving with the 2021 campaign which was rolled out across TV, radio, OOH, print, digital and social media.

Chemistry Account Manager Theo Larmer-Cottle says: “The results show how truly powerful dynamic creative and user-generated style content can be when it comes to building a community of fundraisers both online and offline.”

Running from February until April 2021, Every Shave Matters raised a total of $435,000 for New Zealanders living with Leukaemia and blood cancers. 

The campaign combined video, shot in previous years for LBC, with user-generated content from individual shavees to recognise that every shave is important and contributes to the overall cause.

User-generated video was responsible for 75 percent of all landing page views during this time.

Head of Marketing and Fundraising for LBC, Faye Holahan says: “Over the past 15 years, Kiwis have registered, fundraised, organised shaves and shorn their locks for LBC. 

“It was important to us that the call to fundraise connected emotionally while still keeping the fundraising process simple and we’re thrilled Chemistry was able to transform this brief into truly compelling creative which has achieved excellent results for the cause.”


Client: Shave For a Cure

Agency: Chemistry

Joint Creative Directors: Susan Young and Patrick Murphy

Copywriter: Amelia Petrovich

Art Director: Greg Wylie 

Lead Designer: Courtney Tremewan

Managing Partner: Mel Moss

Account Manager: Theo Larmer-Cottle

Producer: Nic Craig

Production Company: We Are The Brave

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