Case Study: Locks of Love inspires quarantine hair donations for children in need with Hook

Locks of Love launches Cut the Quarantine in 2020 with Hook

The customer, Locks of Love, a non-profit organization that provides hairpieces to children suffering from medical hair loss, faced a unique opportunity. With many people unable to visit barbers or stylists during the pandemic, there was a widespread surplus of uncut hair. The challenge was to mobilize this resource for donation. The vendor, Hook, partnered with them to create a campaign to seize this moment.

Hook developed the "Cut the Quarantine" campaign, which included a cel-animated video and a playful informational website. The solution encouraged people to donate their quarantine-grown hair and share their stories on social media using a dedicated hashtag. The vendor, Hook, successfully generated an overwhelmingly positive response, with numerous pictures of donated hair appearing on the campaign's site, helping to return a sense of self and confidence to children in need.

Locks of Love