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GHD’S 2021 PINK CAMPAIGN EVOKES REAL AND TRAGIC STORIES AND UTILISES THE BRAND’S ALWAYS PHILANTHROPIC SPIRIT TO SPREAD ITS CRUCIAL MESSAGE AND MAKE A REAL DIFFERENCE, WRITES SHANNON GUSS.
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hd’s latest pink campaign has landed, building on their important message to “Take Control Now” in 2021 and continuing the mantra to tell clients to check their breasts in the fight against breast cancer. Additionally, as always in this long-running and storied partnership, $20 from every pink limited edition purchase goes to the National Breast Cancer Foundation. The partnership and campaign is in its 17th year, adding to $20 million already raised globally for breast cancer charities in this longstanding initiative. In this year’s campaign the brand partnered with eight muses to communicate the significance of self-checking for yourself and your loved ones. Every tool in the limited edition collection contains the messaging ‘TAKE CONTROL NOW’, as a regular reminder to check every month. In the campaign, ghd invited four women who have never self-checked to 20 INSTYLE
engage with the stories of those that have been affected by breast cancer, becoming a crucial reminder around the importance of checking on a regular basis. The stories were shared by four ghd muses, Lesley, whose daughter Hatti has breast cancer, Asad, whose wife Sania has breast cancer, Medina, whose younger sister Nadia has breast cancer, and Jen, who has been living with breast cancer for ten years. Interacting with these stories in such a way transformed the views of the women who had never self-checked in a powerful way, sparking a commitment to self-check. The messaging and initiative is pivotal and emotional, as attested to by ghd Creative Artists Sheree Knobel of Bixie Colour, who has a tragically close connection to the cause. “I think all of us can say that we know someone who has been affected by cancer. For me, we lost my younger sister to cancer six years ago. Pink actually happened to be her favourite colour, so I decided to colour
my hair pink in her honour for the last five years every pink week,” Sheree shared. “Personally, doing this made me feel closer to her while I tried to heal. I realised that I had a voice within our community and could use my reach within the hair industry to support campaigns such as Breast Cancer Awareness Week and raise funds that would help in one day finding a cure. Collaborating with ghd not only enriches our platform at Bixie in educating others, it also helps us to raise more funds than we could ever dream of alone. The pink collection is a wonderful initiative, and I couldn’t be prouder to be aligned with a company that cares for a cause so close to my heart.” The campaign aims to help reduce worrying stats around breast cancer nationally and globally. 20,000 Australians are diagnosed with breast cancer each year and one in seven women are diagnosed with breast cancer in their lifetime. However, only one in two women
