Brave the Shave, which is now in its third year, encourages people to shave their heads to raise money to support men, women and children living with cancer.
In 2016, more than half (55%) of the 23,000 people who signed up opted to take part because their loved ones had been affected by cancer and they wanted to do something to make a difference. Their involvement helped Macmillan raise £7.1 million to continue to offer people affected by cancer practical, financial and emotional support when they need it most.
The 2017 campaign will again focus on the Shavers’ incredible stories as they reveal their motivations and reasons for taking part.
The project included an overhaul of the charity’s current website technology following on from Macmillan’s wider digital transformation plans. Initials worked closely with Macmillan on the development of the new Brave the Shave website, ensuring the product portfolio is more closely aligned with Macmillan’s plans, and helping to streamline internal processes and drive greater operational efficiency.
Lisa Shorter, National Events Marketing Manager at Macmillan Cancer Support, said: “Initials was selected after a thorough competitive pitch and evaluation process, we were impressed with the breadth of skills and expertise, as well as the team’s dedicated approach to delivering in true partnership. We are very happy with the results.”
Dipesh Bhimjiyani, Head of Digital at Initials, said: “We created a fantastic, collaborative working group with Macmillan to deliver a robust website experience. This project is a strong validation of Initials’ expertise in digital delivery. We look forward to working closely with the team as it continues with its digital plans.”