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#HairleyAngels donate their crowning glory

Jaslok Hospital and its PR agency, White Marque Solutions, came up with a touching initiative for a campaign that was executed by Havas Worldwide Mumbai. If a woman undergoing chemotherapy couldn't have her own hair, they could find other kind hearted women to give it to her

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#HairleyAngels donate their crowning glory

#HairleyAngels donate their crowning glory

Jaslok Hospital and its PR agency, White Marque Solutions, came up with a touching initiative for a campaign that was executed by Havas Worldwide Mumbai. If a woman undergoing chemotherapy couldn't have her own hair, they could find other kind hearted women to give it to her

BestMediaInfo Bureau | Mumbai | May 18, 2016

HairleyAngels Click on the image to watch the Video.

Cancer treatment is often emotionally, mentally and physically debilitating. The process can be difficult for female patients in particular, as they must cope with losing their hair, a form of personal expression for them.

White Marque Solutions, a full service Public Relations agency, and Jaslok Hospital conceptualized the hair donation drive in association with celebrity hairdresser Sapna Bhavnani who turned the event into a makeover session. The donated hair was then sent to NGO, Cope With Cancer, to provide wigs for cancer patients for free. The event, designed to appreciate the inner beauty of women, was a success with 52 women from all walks of life donating their hair for the cause and attended by patients undergoing chemotherapy at Jaslok. Havas Worldwide, the hospital's creative agency, launched the campaign called HairleysAngels for the same.

A woman's hair is her crowning glory. It is her badge of femininity. Female cancer patients often lose their hair entirely. Along with loss of health, they have to deal with the complex psychological damage of losing their locks. This International Women's Day, Jaslok Hospital decided to change that.

If a woman couldn't have her own hair, why not find kind hearted women to give them to her? So, Jaslok presented #HairleysAngels where they invited women to get a makeover by India's most famous hair dresser, Sapna Bhavnani. Fifty women gave their hair. Two went completely bald. The hair collected was given to 'copewithcancer', an NGO that makes wigs for cancer patients.

The campaign broke with a print ad for registering donors. On Women's Day, #HairleysAngels was tweeted as it happened at the venue. Celebrities were touched by the activity and the campaign got over 700,000 impressions.

Dr Tarang Gianchandani Dr Tarang Gianchandani

Speaking about this initiative, Dr Tarang Gianchandani, CEO, Jaslok Hospital, said, “The psyche of a person and positivity plays a very important role in recovery from any disease, especially cancer. When children go bald, it affects their self-esteem and depresses them. Due to lack of awareness on hair donation, there are very few hair donors in India. We wanted to spread awareness and get people to donate their hair, knowing that it would be used for someone who needs it.”

Shibani Minocha Shibani Minocha

Shibani Minocha, Chief Financial Officer, White Marque Solutions, said, “The campaign was a joyous and emotional opportunity to make a difference for cancer patients who face hardships at such a vulnerable phase in their treatment. We've got a great line-up of similar exciting campaigns in the pipeline to reach out to and connect with the community and address important issues by making an impact that matters.”

Rayomand Patell Rayomand Patell

Commenting on the campaign, Rayomand J Patell, Executive Creative Director, Havas Worldwide Mumbai, said, “Jaslok Hospital and Research Centre has been engaging with consumers in several meaningful ways in recent times. This was one more occasion to do something interesting. Women helping women overcome a dreadful disease turned a makeover into a poetic, poignant and meaningful gesture. We know that many of the women who cut their hair would have faced tremendous resistance to doing so. Sapna Bhavnani did a fantastic job of doing all the makeovers herself and she deserves much of the credit at putting away any reservations the women donating their hair may have had. The campaign got amplified in real-time and organically on Twitter, with Lisa Ray and Priyanka Chopra, among others, retweeting our story to their followers, getting us over 700,000 impressions in total.”

Dr Anand Parihar, Managing Trustee, Cope with Cancer, commented, “There is a lot of stigma that cancer patient's face on losing their hair. It adds a lot of stress to them when they in fact need more positivity and optimism to get better. This drive was a wonderful success.”

The Video:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Jaslok Hospital

Agency: Havas Worldwide

Creative team: Havas Worldwide Mumbai

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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