But how can a shampoo brand show its support to cancer patients who are losing their hair during treatment? Of course, we can help them with the support of sensitive people and create a conversation about this health issue. So we came up with 3 different donation types.

1. Donate your hair

2. Donate your love and support

3. We created a cutting hair emojis and asked people to share it on their social media accounts to raise awareness

To make cancer problem more visible in the public's eye/society and create a conversation to break the silence around this subject, we started our campaign at World’s Cancer Day. First, we have introduced a guess star into Turkey’s most watched TV series Fi as a cancer patient. It raised a huge conversation in media and then one star of the show donated her hair and a contemporary artist had turned that hair into a sculpture which auctioned and donated the Cancer Fighters Organisation. And all the celebrities of the TV Series showed their support in this cause by taking part in the awareness film we have created. They said they were fighting against cancer too and asked for society's support either by donating hair, love or sharing emojis that would create awareness.

In 2 days time, positive Tweets in Twitter reached over 12.000.

We had 240.000 interaction and earned above 3 Million TL advertising equivalent mediashare by being on news at the most watched TV channels.

In total, the campaign has reached around 10 Million of people.

Hair donation increased 800% during the campaign period.