THE BIG BUZZ OFF - Daring the nation to go full monty with a lockdown buzz cut to help those living miserably

My Role: Ideation + Creative Direction

Insight: CALM (Campaign Against Living Miserably) experienced a record surge in demand for their suicide prevention services with a 37% increase during the first week of COVID-19 lockdown. People were desperate for a haircut during lockdown with Google searches for hair clippers up almost 400% YOY (April 2020)

Idea: A fundraising campaign encouraging men and women to be brave, have a buzz cut for CALM and nominate their family and friends to do the same. A partnership with Twitter, rock band We Are Scientists (for the launch of their single I Cut My Own Hair) and Celebrity Love Island winner and barber Cem Centinay helped to amplify the campaign across social and press.

Impact:

• Over 600 people took part

• Funds raised provided 1,500 potentially life saving calls

• National editorial coverage inc Jo Wiley on BBC 6 Music, NME, Metro