Macmillan Cancer Support needed our help to reinvent their annual fundraiser - Brave the Shave. We knew that asking people to shave their heads is a huge ask, so we focused on bigging up their brave efforts.

What better way to give people their time to shine by creating a national Brave the Shave ‘Live Week’ (8-14 August)? This gave us the chance to connect our intrepid fundraisers by encouraging them to shave their heads together, sharing their big moment with the nation.

Anyone could take part, but we created social ads that highlighted the seconds between the anticipation and when the shaver is raised to their head for the first time.

To maximise the reach of the campaign we worked with The Global Network (a previous partner) to amplify the message. This took the call for fundraisers to the next level by broadcasting people’s efforts to the nation, live, on-air across its radio brands.