Depression can run high among women who lose their hair during cancer treatment. As one survivor says in the video below, "All of a sudden, you're not you. You have a label: cancer."
For most Romanians, wigs are prohibitively expensive, and there are no government subsidies to help. So, cancer charity Fundația Renașterea and McCann Bucharest developed a novel campaign to convince women to cut their hair and donate it for wig production.
"There was no awareness of hair donation, and Romanian women were reluctant to give up their long locks," Ioana Zamfir, copywriter at McCann Bucharest, tells AdFreak.
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