Leucan launches today the 2016 edition of the Leucan Shaved Head Challenge presented by PROXIM. This year, in an effort to return the focus on the beauty of the action taken by thousands of participants each year, the Association is placing them at the heart of its new campaign. In this way, Leucan highlights the generosity of the difficult yet gratifying choice participants make of having their heads shaved to raise funds for cancer-stricken children and their families.
To put the spotlight fully on the participants and showcase the pride they feel after their Challenge, the ad designers insisted on actively involving a few of them in this campaign. “Experiencing the Challenge is an incredible opportunity, but it’s mostly very rewarding to know that I will inspire others to take action,” says Brontë Poiré-Prest, one of the participants featured in this campaign who took on the Challenge in 2015.
“Designed generously by TAM-TAM\TBWA, this new integrated campaign, which will be rolled out on television and radio, as well as in print, billboards, social media and the web, is sure to raise awareness of the cause and of the event,” explains Lysanne Groulx, Marketing, Communications and Social Networks Director. For the TV commercial, the Association worked once again with an outstanding director from Quebec, Rafaël Ouellet, who most notably directed the TV series Nouvelle adresse and the feature film Camion. The ad can be viewed online on Leucan’s YouTube channel.
Throughout the year and across the province, over 60 shaving sites will be held by Leucan, in addition to the many Challenges hosted by companies, organizations and educational institutions. We also urge people to pick a time and place of their choice and to create their own Personalized Challenge. As usual, there will be a provincial Challenge day set out for May 29, 2016. For this edition, the official shaving site will be at Place Versailles. To take on the Challenge or sponsor a participant, please visit shavedheadchallenge.com.
