One in six Romanian women are diagnosed with cancer every year. While treatment is hard enough, a lot feel like their dignity has been taken away. While natural wigs can help with the appearance, in Romania, they are prohibitively expensive. Renasterea wanted to do something about it, so they created Brave Cut. A new style of haircut that is asymmetrical. They had one of the biggest television personalities launch the program. Soon salons were giving the haircuts away for free.Like one of the people says in this case study "It's the pink ribbon you wear all the time." The result was 2400 women donated 92kg of hair, enough to create 651 wigs. Great effort from McCann Bucharest.
Client: Fundatia Renasterea
Agency: McCann Bucharest