Hair for Hope 2016’s target audiences were individuals,
groups and organisations that want to participate in making a bald statement. The
campaigns objective is to create awareness of childhood cancer, raise funds to
help and gather support for children with cancer and their families. It is also
the only campaign to raise funds and awareness of childhood cancer.
By asking participants to shave their hair, they understand
what a child with cancer is has to go through. In addition, they receive donations
and raise awareness of childhood cancer among people they know and people who
heard of the cause they are helping. The stories of children affected by cancer
will be told, and this will get people to sympathise and be willing to help
them. Sporting bald heads would also show children that they are not in this
fight alone, and there are people willing to help them. The shaved heads are a
physical representation of what the campaign is advocating for.
The campaign used events and social media. On top of the
main event, there was an additional 52 satellite events organised by corporate
offices, schools and grassroots events. The events are a means to generate
publicity, and it is very effective as asking people to shave their heads means
that they are making a drastic change to their appearance, and it takes a lot
of courage to do it. They are dramatizing their key message and what the
organisation stands for. Their message was more effectively put across to
Singaporeans as people would be curious and want to know more about an event if
said event was unique. In Hair for Hope’s case but asking participants to make
such a bold statement, they are increasing their chances on being covered by
press and talked about.
The campaign utilises social media too. The organisation has
a Facebook page, Instagram account, as well as a YouTube account. This ensures
that they can reach a wider range of people, which means more participants and
publicity. Hair for Hope uploads videos of children with cancer and what they
have to go through. They are appealing to the public’s emotions, by letting
them know that their donations could mean a lot, and would help the children
greatly. As for Facebook and Instagram, both social media reaches out to
different demographics. For Facebook, the users ages are more spread out, and
with the daily active users far above any other social media. Instagram, on the
other hand, has users aged younger than 30 far more than the other age groups.
The two platforms the campaign used are print and broadcast.
For print, Hair for Hope were sponsored by SPHMOB and OOH media, which
specialises in outdoor advertisements. Both companies have large digital
screens at areas that have high human traffic. This ensures that a lot of
people would be able to see it and raise the number of participants in the
events. Even if they are not participating, the advertisements would ensure
that more people know about their cause and intended message of campaign. Furthermore,
the advertisements can be put up near bus shelter, which meant that commuters
would learn about the campaign.
For broadcast, Hair for Hope had two official radio stations,
88.3 Jia FM and Power 98 FM, both under SAFRA Radio. SAFRA Radio is a broadcaster
specialising in defence-related information and lifestyle content like travel,
food and movies. Since Hair for Hope can fall under the Lifestyle category, which seeks to discuss the interests,
attitudes, and opinions of a group or a culture and inspire, guide, and
motivate people to support a cause. This means that the radios’ audience is
already interested in the campaign, and be more receptive about participating
in it. Furthermore, 88.3 Jia FM is the only bilingual radio station in
Singapore, and that widens the reach of the campaign as they are reaching to
both Chinese and English listeners. For Power 98 FM, it is a lifestyle station,
which meant that there is a high chance that the listener would be motivated to
either shave their heads or donate to help the children.
The campaign is successful. Hair for Hope had been running
for a long time, since 2003, every year without fail, for a total of 14 years. The
2003 campaign only raised $2000, had no satellite events, and had 9 people who
shaved their heads for the cause. In 2016, the amount raised rose to $3,808,014.51. It had 52 satellite events organised by 35
corporate offices, 11 schools and 6 grassroots organisations in addition
to the main event, and a total of 6,151
participants shaved their heads. Hair for Hope 2016 had 17 new satellite
partners coming on board too. Compared to 2015, although they held less
satellite events in 2016, the campaign raised $460 472.99 more. This
means that more people donated even though less organisations joined the
campaign to help plan the events. Since the campaign managed to put across
their key message and fulfil their objectives, such as raising funds to help
the affected children and their families.
I would like to
propose a few changes to this campaign. Firstly, increase the amount of
satellite events. There is a direct relationship between the number of
participants who shaved their heads and the number of events. When they held 54
satellite events in 2015, they had 39 more people agreeing to shave their heads
for the cause. Since one of the objectives is to let people understand what
children with cancer have to face. This means that the more shavees, the better
it fulfils the campaigns objective and puts across its message.
addition to asking participants to shave their heads, have them interact with
people that are currently suffering from childhood cancer. Currently, the
stories of patients are told through video recordings, but I believe that their
words will have more impact if it is told face-to-face. It also means that the
participants would be able to ask the patients questions. This is very
important in understanding how much the children need their support and the
true depth of the challenges they face. Furthermore, meeting and befriending
these children also means that there is now a personal connection, and they
would be more willing to help.
In conclusion, Hair
for Hope 2016 was a success. This campaign raised funds and helped the
beneficiaries and their families. They helped people understood more about
childhood cancer as well as its effects.