A Cut Above
Championing accessible self-care, one haircut at a time.
The Challenge
Drive awareness of Hair Proud’s launch into the US by championing inclusive and accessible self-care.
With this in mind, as we launched the hair-care brand Hair Proud (from I Am Proud), we partnered with StanUp For Kids and several independent salons across the country to launch A Cut Above. In line with StandUp For Kids’ mission of helping unhoused youth, this new initiative offered free haircuts to any young person experiencing housing insecurity.
We opened salon doors in 10 states across the US to give free haircuts to young homeless adults
Our Approach
To support Hair Proud’s launch into the US, and its ongoing mission to build a community that celebrates all hair types and textures, we launched A Cut Above – a nationwide program offering free haircuts to young adults impacted by homelessness.
Of the 4.2 million young homeless adults in the US, over two-thirds of those affected experience mental health issues, unaided by the lack of access to basic hygiene services. In partnership with youth homeless nonprofit Stand Up For Kids and salons in 10 states across the US, we launched the A Cut Above program to champion accessible self-care and help young adults experiencing homelessness rediscover their confidence, one haircut at a time.
The Results
13
Hair salon partners
20M
Earned impressions
No.1
Ranked campaign for diversity & inclusion in Ad Age
60
Haircuts received
100%
Brand mission mentions
