‘Casa de la Amistad’ provides support for children battling cancer from low-income families.

The campaign’s mission was to gather hair donations in order to provide the children with oncological wigs. These wigs help them rebuild confidence and self-esteem.

Most donation campaigns usually target women, as they tend to meet the minimum requirements for hair donation: 25cm of well-maintained, dye-free hair. However, our strategy involved appealing to other potential donors who meet these requirements: ‘Metalheads.’

For these metalheads we created The Hair Fest, the first music festival where admission is granted in exchange for a donation of hair.

The response on behalf of the metalheads exceeded all expectations.

Enough hair to create 107 oncological wigs worth 160,500 USD in total.

The equivalent of a year’s worth of donations.

500,000 USD in free media.

9 million social media impressions.

Enough hair to create 107 oncological wigs worth 160,500 USD in total.

The equivalent of a year’s worth of donations.

500,000 USD in free media.

9 million social media impressions.

Enough hair to create 107 oncological wigs worth 160,500 USD in total.

The equivalent of a year’s worth of donations.

500,000 USD in free media.

9 million social media impressions.