Campaign: Bald Cartoons
WPP company: Ogilvy
& Mather Brazil
This campaign sought to change peoples’ perceptions of children with cancer. Favourite cartoon characters shaved their heads and appeared on TV, in the press and in social media to spread the message that “kids with cancer should enjoy their childhood like any other kid”.
127,824 visits to the charity’s website and a 49% increase in fans on its Facebook page. The campaign reached 120 million people and achieved $5 million in earned media in just one week.
Chapter 4 of 9