Oil spills are a devastating environmental catastrophe, causing widespread damage to marine ecosystems and wildlife. A discovery was made that human hair turned into hair mats can soak up oil 5x its weight. An organization called Matter of Trust uses this knowledge to create an actionable program called Hair Matters to make a positive impact on Earth, however, many are unaware of their cause.
Client ASK/PROBLEM
The average person would prefer not to go out of their way or have to put in too much effort to support a good cause.
Luckily, people already routinely get a haircut to change up or maintain their look.
By just donating your hair from regular haircuts, ocean clean-up is a more tangible possibility.
insight
Look good while doing good.
With copywriting that uses tongue-in-cheek humor playing on people’s vanity, this campaign redirects a self-fulfilling act to an altruistic one.
BIG IDEA
IN-SALON INITIATIVE
