McCann Bucharest calls for a haircut in the advertising campaign against cancer


Cancer is one of the great scourges of our society. Thousands of people have to deal with the disease worldwide and thank God medicine advances to try to find the healing of various types of cancer.

One of the most visible consequences of treatments with chemotherapy is hair loss. For many women who have cancer and lose hair the impact of the disease is even greater. As say those who have managed to beat the disease, it is a kind of signal that strikes hard their weakened heart.

Many of these women resort to wearing wigs to disguise the effects of cancer or to not be intimidated by its consequences attempting to normalize their situation. But in many countries wigs prices are very high and not all women have access. An example is found in Romania. To raise awareness about the situation of these women FundatiaRenastereain collaboration with the advertising agency McCann Bucharest have launched an emotional campaign (Brave Cut) that encourages women to cut their hair and donate to help women suffering from cancer and who can not buy a wig.

As collected fromAdweek, Romanian women are very reluctant to cut their hair and so this campaign aims to end this idea. The message is to cut their hair, to donate it and implement a new fashion. To achieve this, they have asked for help from the stylist Iona Zamfir who has designed a very elegant hairstyle: long for one side and completely short on the other. All hair obtained in this campaign will go to making wigs to help Romanian women who cannot afford buying a wig and help them continue to have the strength to fight cancer.

For terminal cancer patients, “Palliative care is a special form of disinterested charity. For this reason they should be encouraged, “says the Catechism of the Catholic Church.


Clemente Ferrer
Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of advertising and public relations. He is currently President of the European Institute of Marketing.

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