Insight:
People respect and offer patronage to brands that are actively involved in giving back to their community.
People respect and offer patronage to brands that are actively involved in giving back to their community.
Idea:
Beyond a one-time charity event or making a donation, we proposed that First Choice Haircutters actively give back to, and engage with the community by offering free haircuts and styling to those in need; to some, a haircut is a basic need; but to others it’s a luxury. Realizing the transformative power of a haircut, we created #FirstChoiceCares.
Beyond a one-time charity event or making a donation, we proposed that First Choice Haircutters actively give back to, and engage with the community by offering free haircuts and styling to those in need; to some, a haircut is a basic need; but to others it’s a luxury. Realizing the transformative power of a haircut, we created #FirstChoiceCares.
Results:
FCH partnered with several charities across Canada and has provided over 750 free haircuts to date. We captured the movement across Canada with video crews, real FCH stylists and real people in need, to showcase the impact FCH has on their communities. We also shared some of the participants' stories on social media in hopes that they would inspire others experiencing similar hardship. The engagement greatly exceeded industry benchmarks delivering over 290,000 likes, shares and comments. The video earned 7.6 million impressions and over 3 million earned impressions as a result of our PR efforts.
Role: Creative Director
FCH partnered with several charities across Canada and has provided over 750 free haircuts to date. We captured the movement across Canada with video crews, real FCH stylists and real people in need, to showcase the impact FCH has on their communities. We also shared some of the participants' stories on social media in hopes that they would inspire others experiencing similar hardship. The engagement greatly exceeded industry benchmarks delivering over 290,000 likes, shares and comments. The video earned 7.6 million impressions and over 3 million earned impressions as a result of our PR efforts.
Role: Creative Director
