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."
Charitable Hair Cuts
The 'Brave Cut' is Helping Romanian Women Who are Fighting Cancer
Trend Themes
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Charitable Hair Cuts — The Brave Cut campaign is an opportune model for the emerging trend of businesses encouraging social causes.
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Upcycled Fashion — The Brave Cut's agenda with its hair-cut-to-wig approach is paving way for donations that transform into resourceful fashion items
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Socially Responsible Marketing — Social responsibility includes very creative marketing techniques like the Brave Cut technique for cancer patients that does not only raise funds but generates more awareness about health issues
Industry Implications
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Fashion Industry — Upcycling and repurposing materials have become important innovations that can be employed in fashion industry
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Hair Care Industry — The Brave Cut presents an opportunity for hair care brands to increase engagement with their target audience through social responsibility campaigns.
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Marketing Industry — The Brave Cut inspiration to make meaningful connections between social impact and marketing could be the foundation for more innovative advertising solutions for businesses in different industries.