The first festival in the world where the ticket is hair.
História
Casa de la Amistad supports underprivileged children´s fight against cancer. The objective of this campaign was to obtain donor hair to make oncological wigs for children. These wigs restore the children´s confidence and self-esteem. Hair donation campaigns are usually directed towards women, who fit the necessary donation requirements: minimum length of 25 cm, free of dye and well taken care of.However, as a strategy, we spoke to a new ideal donor, someone no one had spoken to: the metalhead.
Filosofia
Casa de la Amistad supports underprivileged children´s fight cancer. The objective of this campaign was to obtain donor hair to make oncological wigs for children. These wigs restore the children´s confidence and self-esteem. Hair donation campaigns are usually directed towards women, who fit the necessary donation requirements: minimum length of 25 cm, free of dye and well taken care of. However, as a strategy, we spoke to a new ideal donor, someone no one had spoken to: the metalhead.
Problema
The objective of this campaign was to obtain donor hair to make oncological wigs for children. These wigs restore the children´s confidence and self-esteem. Hair donation campaigns are usually directed towards women, who fit the necessary donation requirements: minimum length of 25 cm, free of dye and well taken care of. However, as a strategy, we spoke to a new ideal donor, someone no one had spoken to: the metalhead. The Hair Fest spoke to metalheads, ideal donors that nobody had spoken to and who cover all requirements for hair donation. Through The Hair Fest, metalheads demonstrated their kindness through their eagerness to help children with cancer. Being Casa de la Amistad and the fact that they bet on such a loud idea, it sparked the interest of society and many media outlets across the country.
Resultado
The response received from metalheads exceeded expectations. 107 oncological wigs worth a total value of $ 160,500. Equivalent to one year's donation. 500,000 USD in free media. 9 million hits on social networks.