Young & Shand has injected some humour into the battle against cancer, hoping that people will shave to cure cancer and bad hair.
In its first work for Leukaemia & Blood Cancer New Zealand’s ‘Shave for a Cure week’, the agency has created an online and TV campaign ito attract volunteers to get on board and raise money by shaving their heads (aka shavees).
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Posted by Leukaemia & Blood Cancer New Zealand on Tuesday, March 8, 2016
Tim Wood, Young & Shand’s creative director, says it’s an important cause, but the idea of shaving your head to raise money has to be made fun for people in order for people to get onboard with it.
“The inspiration for us was that hair can actually be a massive pain. It never does what you want it to, you can spend hours trying to get it right. It even has a ‘bad’ day dedicated to it. So, why not just get rid of all those problems and raise some money for a good cause in the process?”
As well as cancer, the campaign promotes the week as being one to cure the not so pretty comb overs, humidity hair, DIY haircuts, everlasting knots and bad haircuts.
The campaign features work specific to school groups, businesses and individuals who are all are encouraged to get involved and compete to raise the most money. Those with the most are displayed on a leader board on the Shave for a Cure website.
“In previous years, schools have been a really great partner for the campaign. But Shave for a Cure is a really about inspiring all Kiwis to do something important while having some fun along the way,” Wood says.
Leukaemia & Blood Cancer New Zealand’s general manager, Georgie Hackett, says: “We’re hugely excited about the new Shave for a Cure campaign Young & Shand have created for us which really captures the fun element of braving a shave. Shave for a Cure is our largest fundraiser and provides vital funding for our work supporting families living with blood cancer across the country.”
This year Shave week is 4-10 April, and Leukaemia & Blood Cancer New Zealand hope to raise $1.5 million to beat last years $1.4million when 2,000 shaved their head.
At the time of writing, 426 “shavees’s” had signed up, raising 7.51 percent of the target, $112,671.
Previously it was .99 who took on the challenge of enticing people to Shave for a Cure.
The agency used people’s personal connection to cancer as a motivation to sign up, and made heroes out of those who did.
The ads feature shavees whose stories about cancer were shaped to replace the hair on their head.