Mr. President and Zenith have launched a new campaign for Macmillan Cancer Support’s annual fundraiser: Brave the Shave. The fundraiser has been innovated with a new creative approach to reflect the hybrid event that Brave the Shave is today. The ask remains for people to shave their heads to raise money for people living with cancer. But in a twist to the original approach, the campaign builds to a moment centred around 'Live Week': 8-14th August, when people across the nation are encouraged to shave their heads and share their big moment.
Anyone can take part, but the call for fundraisers is supported by Global who will be taking things to the next level by sharing people’s efforts across the UK with live shaves being broadcast on-air across its radio brands during live week.
Choosing to shave your hair is nothing compared to losing it when you have cancer, and Mr President was sensitive to this whilst developing creative. Asking people to shave their head to fundraise is still a huge ask. So the new approach is all about the fundraisers themselves, their motivations and how it feels for them.
To encourage people to sign up and deliver the most impact, the new campaign highlights how it feels for the shavers in the lead up to and during their shave. The full gamut of emotions is captured using a two way mirror, authentically revealing the wonderful shavers as they went through surprise, joy, nervousness and everything in between.
Mr President’s associate creative director, Laura Clark, said, “We’re truly proud as an agency to work with Macmillan on innovating Brave the Shave into a space which helps to broaden its audience even further. Giving this incredible act the recognition it deserves will truly make an even bigger difference to people living with cancer.”
Following appointment as one of Macmillan’s creative partners at the start of the year, Mr. President planned the campaign with media agency, Zenith. It will be running across the summer via social media, DOOH and through the Global partnership.