Hair for Hope 2016’s target audiences were individuals,groups and organisations that want to participate in making a bald statement.
Thecampaigns objective is to create awareness of childhood cancer, raise funds tohelp and gather support for children with cancer and their families. It is alsothe only campaign to raise funds and awareness of childhood cancer. By asking participants to shave their hair, they understandwhat a child with cancer is has to go through. In addition, they receive donationsand raise awareness of childhood cancer among people they know and people whoheard of the cause they are helping. The stories of children affected by cancerwill be told, and this will get people to sympathise and be willing to helpthem. Sporting bald heads would also show children that they are not in thisfight alone, and there are people willing to help them. The shaved heads are aphysical representation of what the campaign is advocating for. The campaign used events and social media.
On top of themain event, there was an additional 52 satellite events organised by corporateoffices, schools and grassroots events. The events are a means to generatepublicity, and it is very effective as asking people to shave their heads meansthat they are making a drastic change to their appearance, and it takes a lotof courage to do it. They are dramatizing their key message and what theorganisation stands for. Their message was more effectively put across toSingaporeans as people would be curious and want to know more about an event ifsaid event was unique. In Hair for Hope’s case but asking participants to makesuch a bold statement, they are increasing their chances on being covered bypress and talked about.
The campaign utilises social media too. The organisation hasa Facebook page, Instagram account, as well as a YouTube account. This ensuresthat they can reach a wider range of people, which means more participants andpublicity. Hair for Hope uploads videos of children with cancer and what theyhave to go through.
They are appealing to the public’s emotions, by lettingthem know that their donations could mean a lot, and would help the childrengreatly. As for Facebook and Instagram, both social media reaches out todifferent demographics. For Facebook, the users ages are more spread out, andwith the daily active users far above any other social media. Instagram, on theother 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, whichspecialises in outdoor advertisements. Both companies have large digitalscreens at areas that have high human traffic. This ensures that a lot ofpeople would be able to see it and raise the number of participants in theevents.
Even if they are not participating, the advertisements would ensurethat more people know about their cause and intended message of campaign. Furthermore,the advertisements can be put up near bus shelter, which meant that commuterswould 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 broadcasterspecialising 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, andmotivate people to support a cause. This means that the radios’ audience isalready interested in the campaign, and be more receptive about participatingin it.
Furthermore, 88.3 Jia FM is the only bilingual radio station inSingapore, and that widens the reach of the campaign as they are reaching toboth 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 toeither shave their heads or donate to help the children. The campaign is successful.
Hair for Hope had been runningfor a long time, since 2003, every year without fail, for a total of 14 years. The2003 campaign only raised $2000, had no satellite events, and had 9 people whoshaved their heads for the cause. In 2016, the amount raised rose to $3,808,014.51. It had 52 satellite events organised by 35corporate offices, 11 schools and 6 grassroots organisations in additionto the main event, and a total of 6,151participants shaved their heads. Hair for Hope 2016 had 17 new satellitepartners coming on board too. Compared to 2015, although they held lesssatellite events in 2016, the campaign raised $460 472.
99 more. Thismeans that more people donated even though less organisations joined thecampaign to help plan the events. Since the campaign managed to put acrosstheir key message and fulfil their objectives, such as raising funds to helpthe affected children and their families. I would like topropose a few changes to this campaign. Firstly, increase the amount ofsatellite events. There is a direct relationship between the number ofparticipants who shaved their heads and the number of events. When they held 54satellite events in 2015, they had 39 more people agreeing to shave their headsfor the cause.
Since one of the objectives is to let people understand whatchildren with cancer have to face. This means that the more shavees, the betterit fulfils the campaigns objective and puts across its message. Secondly, inaddition to asking participants to shave their heads, have them interact withpeople that are currently suffering from childhood cancer. Currently, thestories of patients are told through video recordings, but I believe that theirwords will have more impact if it is told face-to-face. It also means that theparticipants would be able to ask the patients questions. This is veryimportant in understanding how much the children need their support and thetrue depth of the challenges they face.
Furthermore, meeting and befriendingthese children also means that there is now a personal connection, and theywould be more willing to help. In conclusion, Hairfor Hope 2016 was a success. This campaign raised funds and helped thebeneficiaries and their families. They helped people understood more aboutchildhood cancer as well as its effects.