How Hashtag Interactive and Children’s Cancer Foundation Singapore set a new donation record
August 2024, Singapore – In partnership with Hashtag Interactive, Children’s Cancer Foundation (CCF) Singapore’s Hair for Hope (HfH) 2024 campaign has achieved record-breaking success, raising over $4.8 million — surpassing all expectations and setting a new fundraising benchmark.
But the impact goes beyond just financial contributions. Nearly 4,900 brave individuals shaved their heads in solidarity with children battling cancer, exceeding our shavee target and sending a powerful message of support.
Organised by the Children's Cancer Foundation (CCF), Hair for Hope (HfH) is Singapore's only head-shaving campaign dedicated to raising awareness and funds for childhood cancer. Since its inception in 2003, HfH has evolved into CCF's flagship advocacy and fundraising initiative
Here’s how we pulled off this 9-month multi-channel campaign.
The insight & strategy
Beyond driving donations or shavees; we also had to debunk some misconceptions. Upon research, we found out that while HfH has gained popularity, most think of it as a hair donation platform — however, it’s actually deeper than that. It’s a statement.
HfH rallies for people to shave their heads in solidarity with children losing their hair. Every shaven head represents an understanding of the ordeals that a child with cancer is subjected to. Shavees are basically saying, “It’s OK to be bald” — and they’re saying it together, as one community, creating a “balder” statement.
A community is also made up of people with different talents and stories. Other than head shaving, people can join by volunteering, donating, or organising fundraisers, which most people weren’t aware of.
With these findings, the strategy became clear: Build a community that not only supports beneficiaries, but also its fellow members to contribute to the movement.
Hair for Hope 2024’s key visual and logo (lower right), by Hashtag Interactive
The theme & look
CCF identified this year’s theme as “Hope is yours to give,” which embodies people’s collective commitment to compassion and unity. It emphasises the transformative power that everyone has if they work together to support children and families impacted by cancer.
To visually represent the community concept, we used single-line art for the key visual. Not only does this style resemble hair, it also symbolises the interconnectedness of individuals and their collective strength in supporting one another.
Moreover, the bright colours and brushstrokes represent the transformative power of community in painting a brighter future for our beneficiaries.
The components
As CCF’s digital marketing partner for this campaign, Hashtag Interactive played a key role in integrated theme development, collateral production, and social media management. Beyond our digital contributions, we also provided event support, including event material production and on-ground coverage.
All these belonged under different phases of the campaign from awareness, interest, to event launch and post-event sustenance. To bring it all together, we made sure that community was felt in each touchpoint for a cohesive experience.
Social Media Management
Socials (Facebook, Instagram, and LinkedIn) remained a constant support in all phases of the campaign. Content pillars included education, inspiration, community engagement, edutainment, and more.
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To increase the visibility and impact of the campaign, we strategically placed our advertisements in high-traffic areas using various mediums. Collaterals contained QR codes to the event site and messages of hope from HfH 2024 celebrity ambassadors.
Digital billboards at Kinex and People’s Park; Train ads at NEL train and bus ads
On-Site Event Support
Beyond digital, we provided essential event support. From eye-catching booth designs, slides presentations, to engaging merchandise and memorable stage backdrops, our team designed a variety of collaterals to help complete the event, including those that were used by communities who organised their own satellite head shaving events. We also provided comprehensive event coverage for posting on their socials.
Event: Claw machines, backdrop, event merch
Digital marketing can create change
We at Hashtag Interactive are immensely proud to have inspired hope and demonstrated the transformative power of social media in making a real difference in people’s lives.
“We’re deeply honoured to be part of this milestone,” said Vincent Chin, Managing Partner at Hashtag Interactive. “The overwhelming support has been truly inspiring. We are encouraged by the response and would like to rally more people to join the fight against childhood cancer and help create a brighter future for these children.”
Beyond driving sales, we believe digital marketing can drive social change, especially for non-profit organisations with limited budgets. With the right narratives, strategic guidance, spending optimisation, we can ensure that donated funds render tangible and long-lasting returns.
Beyond the HFH campaign, Hashtag Interactive is also revitalising CCF’s social presence. By refining the brand’s tone, enhancing its visual identity, and leveraging internal and external email marketing, we’re helping CCF communicate more effectively with its diverse stakeholders, fostering engagement, building community, and cultivating trust.
About Hashtag Interactive
Hashtag Interactive is an award-winning marketing collaborator based in Singapore and Manila. Their team combines creative oomph with technical expertise to solve real-world marketing challenges — from strategy and consultations, to interactive executions.
They have worked with Danone, Electrolux, FWD Insurance, Maybank, Mandai Wildlife Group, Science Centre Singapore, Civil Aviation Authority of Singapore and the Prime Minister’s Office to name a few.
About Children's Cancer Foundation Singapore
Children’s Cancer Foundation (CCF) is a social service agency with a mission to improve the quality of life of children impacted with childhood cancer and their families through enhancing their emotional, social and medical well-being.
Founded in 1992, CCF provides children with cancer and their families the much needed support in their battle against the life threatening illness. Over the years, CCF has helped more than 3,800 children and their families at different stages of the illness and recovery.