Why is this work relevant for Media?

Cancer Tumor Patients Aid Associations is a privately-run non-profit organization in Taiwan. We rely on donation from family of cancer patients as our only source of funding. However, due to shortage of funding, we’re unable to buy ads or invest in any mass media to promote hair donation. We hence need a low-cost and non-mass media in the most appropriate place to approach potential hair donors, telling them that they only need to have 15 cm of hair to be eligible for the hair donation and encourage them to participate more.

Background

In Taiwan, 8% of female cancer patients reject chemotherapy treatment to avoid the distress of losing hair. A wig can make all the difference. But it takes 8 hair donations to make one wig, and many people believe only long hair can be donated to create wigs, and hence it makes the amount of invaluable hair donations are critically low in Taiwan. How could we encourage more hair donations so that more cancer patients would have the courage to accept chemotherapy treatment?

Describe the creative idea / insights (30% of vote)

We found that as long as the hair donated is longer than 15 centimeters, it could be made as wigs, which is a rarely-known fact that overturns public acknowledgement. We also discovered 90% of Taiwanese people change their hairstyle for Lunar New Year. This is the perfect time to inspire people to donate hair. We hacked into the traditional Lunar New Year practice of handing out ‘red envelopes’ filled with money and blessings. We designed ‘The 15 cm Hair Donation Red Envelope’.

Describe the strategy (20% of vote)

During the Lunar New Year, Taiwanese people will give red envelopes to bless others. We combined creativity and local tradition of Lunar New Year, turned red envelope into new media and made it easier than ever to donate hair.

Describe the execution (20% of vote)

The idea is simple. We printed ordinary 15 cm red envelopes to let people know that even 15 cm of hair is long enough to donate. Then, we cooperated with Taiwan major salon chains (Visavis Hair Salon chains / Salon Salon chains / Professional Hair Salon chains / Magic Hair Salon chains), sending the Hair Donation Red Envelope to major cities in North, Central, and South Taiwan. When people cut their hair before Lunar New Year, they could measure the length to be cut using our red envelopes. After cutting 15 cm of hair, they placed the hair in the envelope to be delivered with blessings to chemotherapy patients.

List the results (30% of vote)

◆‘The 15 cm Hair Donation Red Envelope’ created an inspiring 56% boost in hair donations, compared to the same period last year. ◆This idea helped us accomplish 40% of our 2020’s wig production goal by February. ◆The idea did more than increase hair donations. It showed people how easily they can make a real difference for cancer victims. ◆This is just a beginning. Lunar New Year 2021, 9 salon chains will join the initiative to help more patients gain the courage to undergo the life-saving chemotherapy treatments. With this 15 cm Hair Donation Red Envelope, we combined creativity and local tradition and made it easier than ever to donate hair.

Please tell us about the cultural insight that inspired the work

During the Lunar New Year, Taiwanese people will give red envelopes to bless their loved ones. We also discovered 90% of Taiwanese people change their hairstyle to refresh themselves for Lunar New Year. This is the perfect time to inspire people to donate hair. We designed ‘The 15 cm Hair Donation Red Envelope’, hacked into the traditional Lunar New Year practice of handing out red envelopes. After cutting 15 cm of hair, they placed the hair in the envelope to be delivered with blessings to chemotherapy patients.