Campaign details

Brand: Pantene
Brand owner: Procter & Gamble
Agencies: MediaCom Connections Israel, ACW Grey Tel-Aviv
Country: Israel
Industries: Hair care
Media channels: Events & experiential, Online video, Social media
Budget: 500k - 1 million

Executive summary

Cancer treatment causes hair loss, which can be devastating. Sufferers want to blend in to the crowd. They need wigs to do this, but there's a shortage in Israel.

After five years of encouraging hair donation in Israel, hair care brand Pantene's Beautiful Lengths programme needed a new approach to help those undergoing cancer treatment. We made donating easier and a more personal experience.

By mixing mass media messages with private WhatsApp groups, where cancer sufferers could talk privately to potential donors about how much they needed wigs, we inspired 87,500 people to donate, boosting awareness to record levels.

Market background and context