Recipe has won the creative for Macmillan Cancer Support’s ‘Brave the Shave’ campaign following a pitch.
Brave the Shave invites people to shave their head and raise money for the charity. The initiative launched in 2014. 2016 saw an extra £2 million being raised for Macmillan compared to 2015.
Recipe will be working with Macmillan Cancer Support on the development of the overarching campaign, multi-channel execution and supporter journey to help build sign-ups and donations.
This year’s campaign will be a demonstration of solidarity, letting the Shavers’ stories come to the forefront as they reveal the motivations and reasons behind taking part and the support they want to show by fundraising.
The campaign will break in June.
Lisa Shorter, National Events Marketing Manager at Macmillan Cancer Support said, "Recipe's concept puts the motivation for taking part at the forefront; it’s sensitive, powerful and hopeful.”
Dom Roe, head of planning at Recipe said, “Macmillan Cancer Support is an incredible charity. An iconic brand that does amazing, inspiring work for so many people. We couldn't be happier to be involved in helping build on the past successes of Brave the Shave - it's an honour to have the opportunity to make this event even more successful in the future to support people living with cancer.”