Today is National Hair Day, and Oxfam is speaking to Australians about the shocking state of global food inequality and how the ingredients in the everyday products we use are helping people in other countries suffering from malnutrition. We have launched a campaign to highlight the availability of these products.
Our hair can benefit from ingredients like pineapple extract, almond oil and milk proteins found in shampoos, but millions of people in Kenya, Ethiopia, Somalia and South Sudan are suffering from emergency levels of hunger and nutrition. Facing ataxia.
That means our hair has access to more nutrients than millions of people who don’t eat today. Does that seem unacceptable? That’s because it is.
Today, Oxfam launches Only Shampoo, designed to inspire change against the unacceptable food crisis and take action to build a more equal future free of poverty. Only Shampoo gets Australians serious about the state of global food inequality with a truth that cannot be ignored by targeting one of the last quiet places our minds have to think: the shower. encourage you to think about it.
Oxfam Australia chief executive Lynn Morgaine said: “It’s amazing to think that here in Australia, many shampoos contain more nutrients than millions of people consume every day.” said.
“As we all wash our hair today, we as all Australians think about the global inequalities that cause tens of millions of people to not have enough to eat, and start a conversation with friends and colleagues to discuss this issue. We want people to talk about the issue: the unacceptable hunger crisis that is affecting East Africa and beyond.”
Australian beauty brand People Haircare collaborated with Oxfam and Bullfrog to develop the ONLY SHAMPOO product formulation.
“As a brand that champions beauty and self-care, we recognize the stark contrast between the abundance enjoyed by some and the deprivation faced by millions of people around the world. ,” said founder Katherine Lewis.
“We believe in using our platform to advocate for a more equal world, and we believe in making this campaign a reality and important in shining a light on the inequalities faced by so many. I am honored to play this role.”
In collaboration with Praytell, Bullfrog set out to create a compelling story that connects everyday life to larger global issues.
“This campaign aims to stir up feelings of anxiety and use something as familiar as shampoo as a mirror to reflect on how disconnected we are from the realities of inequality,” Bullfrog said. said ECD Acting Dan Sparks.
“Shampoo alone shows how unacceptable it is that such inequalities still exist in 2024. It contextualizes the dramatic contrast in access to basic needs and It reminds people that their hair doesn’t need food.
To take it a step further on launch day, Oxfam takes over the popular subreddit r/Shower Thoughts to make National Hair Day’s top Shower Thoughts the Only Shampoo, with hundreds of thousands of Australian Redditors talking about the hunger crisis. I plan to do so.
And ONLY SHAMPOO’s limited edition was created especially for influencers, activists and media personalities like Daria Varlamova, Taran Chwala and Kirstin Tibors. They’ve helped millions of Australians think about food inequality the next time they take a shower. .
This work is part of Oxfam’s Unaccept Inequality platform, which continues to work towards a more just future for the world.
The ONLY SHAMPOO campaign is currently running across OOH, social media and digital platforms.
If you care about your hair too, please donate what you can here.
credit
Client: Oxfam Australia
Creative Agency: Bullfrog
PR agency: Playtel
Media Agency: Initiative
Shampoo Partner: People Haircare
Founder – Katherine Lewis
Photo: Lander Productions
Producer – Adair Lander Photographer – Adrian Lander Retoucher – Capas.studio
Radio partnership was generously provided by Southern Cross Austereo.
Sound studio: Gusto Studios
Producer – Brigid Giles Web Engineer – Colin Simkins
Website Development: Bone.Digital
MD and Co-Founder – Simon HipgraveCTO – James BurkeDigital Producer – Danielle Proctor
Print partner: Dr Print
3D development: Lumberfly
Creative Director – Henry BeemanCreative Director – Josh Thomas
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