The Brief

Female cancer patients who lost hair due to anticancer drugs. They want wigs, which they cannot afford. Hospital-use wigs are not stylish enough. Hair is so vital to Japanese women. When they lose hair, they become depressed, withdraw themselves, or die without being known.

Creative Execution

We thought the most important and realistic thing was for people to know the reality. I focused on reaching out to people directly with our commitment through live mass media, not as an agency person but as an individual.

Describe the creative solution to the brief/objective.

We spent two years raising the awareness through radio and TV programs, looking for people who can take part in the activities with the same aspiration. Then we founded an organization, namely Wig Ring Japan.

Results

Many people reached us for support. We had a heart-to-heart talk with female cancer patients. To realize their wishes, we started the activity. The idea was to recycle the wigs. We collected wigs from former cancer patients and those whose family members passed away from cancer, and provided them with new users at a reasonable cost. As of 2011, The number of cancer patients using our wigs: 998 The number of collected wigs: 428 We received inquiries about this activities from South East Asian countries. May Received International Soroptimist Award. July 15, NPO was founded