Pantene Beautiful Lengths, Procter & Gamble’s Pantene Pro-V, Entertainment Industry Foundation and American Cancer Society
Led by a multi-faceted PR effort, including a campaign website, public service TV spots, promotional items and events, this campaign encouraged women to donate their hair to create free wigs for women undergoing cancer treatment. The campaign kicked off with celebrity spokeswoman Diane Lane having her hair cut for donation on The Today Show. Since then the campaign has generated more than 700 million media impressions for the Pantene brand in major publications, TV shows and websites. 2006 cause benefits: Pantene contributed $1 million to the EIF Women’s Cancer Research Fund, 40,000+ hair donation kits were requested, more than 8,600 ponytails were donated and 1,000 wigs were created.
