The Brief

A cancer diagnosis is usually overwhelming. Beyond the despair that comes from knowing that you are sick, there’s also a deep anxiety that comes from knowing that you might not be able to afford medical help. Cancer treatments are hugely expensive. Less than two out of ten patients can afford to pay for chemotherapy sessions. Hundreds of patient are waiting for help at Chulabhron Hospital (The National Cancer Institute of Thailand)

Describe how the promotion developed from concept to implementation

We decided to raise awareness of this issue. We wanted to help raise money for patients to pay for their cancer treatments, and we also strongly wanted to raise hope for them to live. We eventually created an act that turned the lost hair, a symptom of sickness, into a symbol of hope.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 65 millions of Thai people aware about the campaign. All sculptures were sold which were enough to help 150 cancer patients at Chulabhron Hospital who are now treated with proper medicals. The idea of Hair For Hope has now been agreed to take further than Bangkok to other cities in the world in 2013; Dubai, Incheon and Kuala Lamper to start with.

Explain why the method of promotion was most relevant to the product or service

We gathered lost hair from chemotherapy patients, and used their hair to create original sculptures. These unique pieces of art became the basis of a “Hair for Hope” exhibited at a prominent art gallery in Bangkok. We spread a message of hope to millions of people through print, outdoor, web, mobile, and raised public awareness of the plight of people struggling to survive and invited people to participate at the exhibition.