#FirstChoiceCares
the truth:
People respect and offer patronage to brands that are actively involved in giving back to their community.
the idea:
Beyond a one-time charity event or making a donation, we proposed that First Choice Haircutters actively give back to, and engage with the community by offering free haircuts and styling to those in need; but to some, a haircut is a basic need; but to others it’s a luxury. Realizing the transformative power of a haircut, we created #FirstChoiceCares.
the results:
FCH continues to partner with several charities and has provided over 750 free haircuts to date. We captured the movement across Canada with video crews, real FCH stylists and real people in need, to showcase the impact FCH has on their communities. We also shared some of the participant stories on social in hopes that they would inspire others experiencing similar hardship. Thus far, the engagement has greatly exceeded industry benchmarks delivering over 290,000 likes, shares and comments. Our video earned 7.6 million impressions and over 3 million earned impressions as a result of our PR efforts.
