BBDO Thailand creates Instagram campaign for The Lounge Hair Salon to bring back femininity
For woman, losing hair is like losing their femininity. In Thailand hair donations for wigs are in low supply, and the wigs available are typically too expensive for the average patient to afford.
The Lounge Hair Salon wanted to help. Every year they support patients by receiving and transferring donated hair to them, and this year they wanted to find a way to empower people to feel that they can make a difference and increase the number of donations to help cancer patients.
BBDO\Proximity Thailand devised a campaign to let everyone be a part in bring back femininity, via the HairTagProject – the world’s first Instagram campaign activated by the “Tag People” function.
The Lounge Hair Salon posted photos of cancer patients who had lost their hair to the shop’s Instagram account, and then tagged followers who have long hair and encouraged them to donate their hair. At first glance, people see ordinary photos of patients without hair but when they tap the pictures, a virtual wig made from tags appears.