The Little Princess Trust is a small UK charity that provides real hair wigs to children

suffering with hair loss through cancer treatment and other illnesses. 


Create a campaign that raises the profile of the charity and increases donations

(with zero budget).



People have an emotional attachment to their hair.


Creative idea

#HairToSpare challenge.


Between January and September 2016:
66% increase in hair donations
66% increase in monetary donations
Huge PR coverage in the UK and abroad (TV, digital and print)
Celebrity backing from Harry Styles
35 million Twitter and Instagram users saw Harry’s post (in 24 hours)
1.3 million likes of Harry’s Instagram post (in 24 hours)