Campaign details
Brand: PanteneBrand owner: Procter & GambleAgencies: MediaCom Connections Israel, ACW Grey Tel-AvivCountry: IsraelIndustries: Hair careMedia channels: Events & experiential, Online video, Social mediaBudget: 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...