"Million Inch Chain" Cancer Campaign
Going Like Sixty — November 4, 2007 — Pop Culture
References: beautifullengths.wordpress
Hilary Swank had her hair cut by Oprah to garner publicity for the Million Inch Chain sponsored by Pantene. The program wants to collect the equivalent of 20,000 wigs for cancer patients who have lost their hair. If you wish to donate, just 8 inches of hair can make a difference.
Implications - Using celebrities in cause campaigns is an effective way to reach audiences, especially if the celebrity has an emotional connection to that cause. With that being said, celebrities publicizing their actions (by chopping off their hair, for example) showcase a fearlessness which people want to emulate. A-List celebrities can utilize their influence to evoke cultural movements through their actions and charitable associations.
Implications - Using celebrities in cause campaigns is an effective way to reach audiences, especially if the celebrity has an emotional connection to that cause. With that being said, celebrities publicizing their actions (by chopping off their hair, for example) showcase a fearlessness which people want to emulate. A-List celebrities can utilize their influence to evoke cultural movements through their actions and charitable associations.
Trend Themes
1. Celebrity Endorsed Cause Campaigns - Incorporate celebrities to help raise awareness and funding for charitable causes.
2. Hair Donation Programs - Create hair donation programs to provide wigs for cancer patients and utilize social media to spread awareness.
3. Influence Marketing for Social Movements - Utilize the power of influencer marketing to promote cultural movements and social change.
Industry Implications
1. Beauty and Personal Care - Hair donation programs can be integrated into hair care brands and products.
2. Entertainment and Media - Celebrities can utilize their influence in the entertainment industry to promote charitable causes and generate more publicity.
3. Non-profit Organizations - Utilize celebrity endorsements to increase donations and awareness for their cause campaigns.
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