In Thailand, every year over 1,000 women lose their hair from undergoing chemotherapy for cancer treatment. For women, losing hair is like losing their femininity. Due to low supply of hair donations for wigs, and the real hair wigs available are typically too expensive for the average patient to afford, The Lounge Hair Salon wanted to help. Their aim was to empower people to feel that each individual can make a difference in order to increase the number of donations to help cancer patients.
Instead of using dramatic stories or deep sympathy approach to call for attention like other campaigns, we used a light-hearted and positive approach that people can easily relate to and enjoy. ‘HairTag Project’ is the world’s first Instagram campaign activated by the ‘Tag People’ function to reach out the message to women and men in Thailand to raise awareness of the issue and call to action for them to donate their hair for cancer patients. The campaign has successfully obtained 3,400,000 impressions worldwide. Within 1 month, 600 kilograms of hair were donated to make 3,000 wigs.