Bald Cartoons
Award: Wood Pencil
Wood Pencil / Integrated & Innovative Media / Earned Media Campaigns / 2015
Fighting the disease isn't the only challenge faced by children with cancer. They also have to fight prejudice from friends and colleagues on the playground. GRAACC, an NPO supporting adolescents and children with cancer, teamed up with Ogilvy & Mather Brazil to help end society's prejudice against bald children. They invited Garfield, Snoopy, and Popeye, along with over 40 other global cartoon characters, to go bald across comic strips and TV cartoons in support of the message. Ogilvy partnered with the most popular media channels and cartoon titles in Brazil. As kids watched and read their favourite cartoons, they saw characters that were bald but acting totally normally. The characters also appeared across newspapers, comic books, posters and bespoke animations.
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