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.