# Charitable Hair Cuts The 'Brave Cut' is Helping Romanian Women Who are Fighting Cancer By Riley von Niessen | Published 2016-06-09 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/fighting-cancer References: [designtaxi](http://designtaxi.com/news/386576/Empowering-Campaign-Fights-Cancer-Raises-Awareness-With-Trendy-Haircut/) & [adweek](http://www.adweek.com/adfreak/mccann-came-haircut-fights-cancer-remarkable-campaign-171859) 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](https://www.trendhunter.com/trends/thrive-causemetics1) regain their hair and a sense of normalcy, Fundatia Renasterea wanted to create a [charitable hairstyle](https://www.trendhunter.com/trends/hall-of-fade) 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](https://www.trendhunter.com/trends/burd-beauty) in fashion." ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 21% | Activity: 62% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### Why This Trend Is Growing - **Charitable Hair Cuts:** The Brave Cut campaign is an opportune model for the emerging trend of businesses encouraging social causes. - **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 - **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 ### Industries Being Reshaped - **Fashion Industry:** Upcycling and repurposing materials have become important innovations that can be employed in fashion industry - **Hair Care Industry:** The Brave Cut presents an opportunity for hair care brands to increase engagement with their target audience through social responsibility campaigns. - **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. ## Related on Trend Hunter - [Awareness-Raising Apparel](https://www.trendhunter.com/trends/hats-for-hope-movement.md) - [Charitable Retailer Partnerships](https://www.trendhunter.com/trends/jcpenney-and-hairtostay.md) - [Social Good Beard Contests](https://www.trendhunter.com/trends/benevolent-beards-contest.md) - [Hair Diversity Campaigns](https://www.trendhunter.com/trends/crown-campaign.md) - [Artist-Backed Women Campaigns](https://www.trendhunter.com/trends/ramona-pintea.md) - [Inclusive Hair-Styling Campaigns](https://www.trendhunter.com/trends/myhairamimodo.md) - [Expressive Hair Campaigns](https://www.trendhunter.com/trends/main-character-hair.md) - [Bravery-Celebrating Short Films](https://www.trendhunter.com/trends/all-is-beauty.md) - [Upcycling Body Hair Initiatives](https://www.trendhunter.com/trends/pubes-for-the-planet.md)