The 'Brave Cut' is Helping Romanian Women Who are Fighting Cancer

By: Riley von Niessen - Jun 9, 2016
References: adweek & designtaxi
The 'Brave Cut' is the name of a Romanian campaign that seeks to bring happiness and support to women in the country who are fighting cancer.

A video released by advertising agency McCANN Bucharest outlines how the cost of wigs in Romania is often too much for those battling the disease, being that "a wig costs 4 times the average income." In order to help women fighting cancer regain their hair and a sense of normalcy, Fundatia Renasterea wanted to create a charitable hairstyle that donors could flaunt.

The Brave Cut allows donors to cut off one side of their hair to be made into wigs, resulting in a fashionable asymmetrical look that draws attention to the cause. As hairstylist for the campaign Sorin Stratulat explains, "We created Brave Cut as a symbol of solidarity. A haircut to bring hair donation in fashion."