ghd approached us to help bring more emotion to their annual Pink campaign, which raises money for breast cancer charities through sales of a limited edition pink styler. This year, the styler was designed by tattoo artist David Allen who has spent 10 years working with breast cancer survivors to create tattoos that conceal mastectomy scars. This emotionally charged story is now a powerful international campaign raising money for the cause while promoting ghd as a world leading female centric brand.

Business Desired Outcome:

To raise $1m for cancer charities worldwide through sales of the ghd, ink on pink, Platinum+ styler collection, in partnership with tattoo artist David Allen, to mark the 15th edition of ghd’s Pink Campaign.

Creative Challenge:

To support ghd’s biggest campaign for Pink so far, the brief was to present a creatively powerful, highly emotive, women-empowering and influential multi-channel idea. ghd wanted to go back to its roots with more emotive storytelling communication, rather than product led.

Montse Passolas, Senior Vice-President global Marketing, at ghd, said:

“So many people know someone who has been affected by breast cancer and know how much it impacts on women’s lives. Among many other aspects, it also affects the perceptions of femininity, particularly around hair loss and mastectomy. With Southpaw, we created a project that draws awareness on the cause and how David Allen’s tattoos can make some women feel empowered and in control of their bodies again. We feel honoured that Grace, Molly and David have shared their stories with us and we can share them across the world”

The campaign is ambitious and ghd’s biggest yet - running across five global markets. It has the opportunity to make a huge difference in terms of fundraising for a huge number of cancer charities all over the world.