Pantene and its Ambassador Selena Gomez launched the #8or8 campaign in order to benefit the brand's 'Pantene Beautiful Lengths' program. The campaign utilizes social media avenues to encourage people to donate eight inches of hair or $8 towards cancer research.
The monetary donations will aid in research while the hair donations will be used to create beautiful wigs for those who have lost their hair due to cancer treatments. This celebrity-endorsed campaign hopes to raise cancer awareness.
Through a collaborative effort Pantene, Cosmopolitan and Seventeen magazine determined that millennials enjoy having the option to support charity work in their daily lives. By presenting options to those who want to donate, this campaign increases the likelihood of obtaining meaningful support. As stated by Selena Gomez “I love that you can support the cause in a variety of different ways with the #8or8 Challenge.”