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
1. Charitable Hair Cuts - The Brave Cut campaign is an opportune model for the emerging trend of businesses encouraging social causes.
2. 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
3. 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
1. Fashion Industry - Upcycling and repurposing materials have become important innovations that can be employed in fashion industry
2. Hair Care Industry - The Brave Cut presents an opportunity for hair care brands to increase engagement with their target audience through social responsibility campaigns.
3. 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.