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In the distraction economy, they say we’re exposed to 10,000 advertising messages every day. The shower was meant to be your last bastion of uninterrupted thought - until ONLY … read moreSHAMPOO untapped it. A campaign for Oxfam Australia and developed by Bullfrog, that brought attention to the shocking and systemic inequalities that mean that millions of people worldwide consume fewer nutrients than many shampoos feed our hair in every wash.
ONLY SHAMPOO provoked Australians to act by reframing food inequality in a way that washed away complexity and charity fatigue. And we didn’t even need to sell the ONLY SHAMPOO in mass quantities to do it. By co-opting a product that sits on shelf in every shower, and using it to represent this far-away issue in relatable terms, we turned every hair wash into a direct moment to get our audience thinking about the global food crisis.
ONLY SHAMPOO amplified its campaign message by launching on 1 October, National Hair Day. We put the shampoo into the hands of influencers, with a pack designed to provoke thought. Worked Aussies into a lather through OOH and social content. Then drove conversation in a forum where all the great modern philosophers of our time go to have their minds blown, r/showerthoughts.
To date, our has made over 617,000 impressions on Reddit alone, with another 2 million in earned media reach, and 4.5million via influencers. In just two weeks, ONLY SHAMPOO has provoked millions of Australians to ask “Why does our hair get to ‘eat’ when so many people can’t?” and take meaningful action to support the millions of hungry people living in poverty. Because our hair isn’t hungry. People are.
read less...Senior Copywriter: Mac Wright, CCO: Simon Bagnasco, Media: Initiative, Product Partner: People Haircare - Katherine Ruiz, Media Partner: Southern Cross Austereo - Naomi Gorringe
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