I Am Proud (Hair Proud) — A Cut Above
— Services
- Campaign
- Content Production
- Events
- Brand Experience
- Public Relations
— Collaborations
- Stand Up For Kids
- Keke Babers
- Barba Grooming Boutique
- New Alternatives
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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.
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.
Hair Proud’s newly-launched vegan, cruelty-free range was stocked in all participating salons and used on every cut within the program.
A Cut Above came to a close in New York Barba Grooming Boutique. With the support of stylists across the city, young homeless adults from shelters across the city arrived for their service, which included healthy haircare, personalized styling and a safe space to discuss shared homeless experiences with the stylists.
The Reaction
Manifest secured top tier marketing trade placements in the likes of PR Week and Ad Age, as well as leading consumer publications in both the US & UK. The campaign was awarded the number on ranking on Ad Age’s Top 5.
