Pantene

Cause related marketing initiative

Non – profit   Zichron Menachem,  is a renowned organization which provides support  and help for cancer patients, as well as their parents and siblings.

The organization identified loss of hair as one of the significant sources of shame and aggravation for young girls and women who undergo chemo treatment and aimed at providing natural -hair wigs for free, to any patient who so desires, as a way to build up self- esteem and confidence in  such dire times.  Pantene collaborates with Zichron Menachem  for 6 years in a row now, to promote hair donations to generate wigs for every young woman who is with cancer in Israel.

Our campaign aimed at raising awareness to the need  and to the social mission of the Pantene brand. PR included  haircare tips  for those donating hair, product distribution,  promoting testimonials of patients and donators and initiating a high- profile  Donation Event  supported by  Celebrity engagement  to generate massive media exposure  for the cause and Pantene's involvement .

The annual campaign  results each year in growing numbers of hair donations and a vast exposure in the media & high reach value for the brand.

Strategy & Planning. Influencer engagement. Social. Event organization.  PR. Content