Every year, GHD launchs a 'Pink' campaign in partnership with Breast Cancer Now. At Sunshine, I was tasked with coming up with their creative for their 2017 campaign.
Women regularly lose their hair as they undergo cancer treatments and look to wigs to keep their pre-cancer look or to find a new one. Real hair wigs are incredibly expensive, in part, due to a lack of real-hair donations and the labour required to make them.
As a hair brand, it seemed only obvious to empower women with hair, to cut their hair into a new style and give the hair they no longer need to women who desperately want it.
And so #choptoyourchin was born.
An initiative to inspire women across the country to cut their hair for a good cause.
Throughout August, September and October 2017, ghd and the Little Princess Trust, encouraged people with long hair to proudly chop to their chin and donate the hair to the Little Princess Trust; a charity supplying real hair wigs free of charge, to children across the UK and Ireland that have lost their own hair through cancer treatment and other illnesses.
To inspire the women of the UK, Elle Magazine live streamed celebrity Amber Le Bon as she had 7 inches of her locks cut off by a GHD stylist before it was sent off to be made into a wig.
Below are just some of the thousands of women who took to social media to show off the 7+ inches cut and also their fantastic new short hair looks.