Free the shoulders

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Head & Shoulders

Head & Shoulders has been successfully treating dry scalps and dandruff for years but needed a communication solution to help them connect with the Gen Z audience. With an understanding of Gen Z behavior, we knew that we first had to identify a cause close to the hearts of their generation – and then provide an honest and straightforward solution to its root cause.

 

There was an apparent elephant in the room that also struck a cord with Gen-Z: that 1 in 3 teenagers are bullied – and that those with dandruff are twice as likely to be among them. This important angle gave Head & Shoulders an opportunity to not only help treat dandruff - but help treat the consequences faced by the ones who suffer from dandruff.

To rewrite the story around dandruff and the stigmas connected to it, we created a campaign together with Anti-Bullying Pro. The goal was to educate 1 million teenagers, parents and adults on how to fight all forms of bullying, including dandruff-related bullying.

 

Striking a cord with Gen-Zers and treating dry scalps through bullying prevention.

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1 out of 3 teens are bullied. If you have dandruff you’re twice as likely to become on of them.

Leveraging social media to debunk myths & set the record straight.

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Outcome

1000+

bullying stories shared, with positive feedback from both teens (61%) and parents (39%)

250K+

students, in 450+ schools in the UK, have already signed up to implement our school program

More Work

We’re always searching for people to partner with, whether a new talent or a new client. Could it be you?

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