Hair donation drive for cancer patients

Background: Iris PR developed a CSR campaign for Dabur Amla hair care brand from scratch. As a leading hair care brand, Dabur Amla helps women to take care of their crowning beauty – their hair. As a CSR campaign to give back to women, Agency suggested supporting victims of breast cancer and other cancers that cause patients to lose hair.

Challenge: Attract public to donate hair

PR Tactics: The successful campaign ‘Strong Hair Stronger You’ was launched during the Breast Cancer Awareness month of October

We sought the partnership of Friends of Cancer Patients (FOCP) and Tips & Toes hair salons for the campaign

Donors could donate their hair at Tips & Toes or drop it in a campaign branded box at the hair salons

All donors could participate in an online campaign where the first 20 would receive Amla Haircare oil to grow their hair

FOCP would then collect the hair to create wigs for women cancer patients in the UAE who have lost heir hair as a result of cancer treatment

The Agency issued a press release on the campaign which resulted in massive publicity that encouraged many women and girls to come forward to donate their hair

A social media campaign was run side by side the PR campaign

Results: The campaign was a huge success with 300 women from across the UAE happily donating their hair for this noble cause.
We obtained coverage through features in leading publication like Gulf News, Savoir Flair, Grazia , Cosmopolitan, The Gaggler, Kul Al Usra, Emirates Woman, Connector, Whats On Dubai and others.

Watch the slide presentation here