Metalheads in Mexico are constantly discriminated against due to their outward appearance. Adjectives commonly used to describe them include: thief, violent, Satanist or bum.

However, one day they were given the chance to prove who they really are by helping children with cancer.

Thus, The Hair Fest was born; the first music festival where admission is granted in exchange for a donation of hair.

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.

The Hair Fest spoke to Metalheads; the ideal donors who met all donation requirements and that nobody was catering to.

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.