Styling brand ghd has launched its 15th annual Pink campaign through creative agency Southpaw in partnership with a host of worldwide charity partners.
This year’s emotive campaign features tattoo artist David Allen, who has spent 10 years working with breast cancer survivors to create tattoos that conceal mastectomy scars.
The 2019 Pink campaign features women who have had mastectomy tattoos done by Allen and shows how having them has made them feel alongside the tagline: My Tattoo, My Story.
Allen’s designs have been shown at the MoMa Museum in New York and appear on this year’s limited edition ghd platinum+ and ghd gold styler as part of the campaign. No less than £10 from every styler sold will go to cancer charities around the world too, with Breast Cancer Now the appointed charity for the UK.
“So many people know someone who has been affected by breast cancer and know how much it impacts on women’s lives. Among many other aspects, it also affects the perceptions of femininity, particularly around hair loss and mastectomy,” said Montse Passolas, senior VP of global marketing, at ghd.
“With Southpaw, we created a project that draws awareness on the cause and how David Allen’s tattoos can make some women feel empowered and in control of their bodies again. We feel honoured that Grace, Molly and David have shared their stories with us, and we can share them across the world”
“The partnership between David and ghd gave us the opportunity to tell some remarkable, emotional stories around this difficult issue. David’s artwork is incredible, as are the stories of the women who have his tattoos,” said Tom Poynter, CEO at Southpaw. “The campaign is ambitious and ghd’s biggest yet - running across five global markets. It has the opportunity to make a huge difference in terms of fundraising for a huge number of cancer charities.”
The work is running in the US, Europe, Asia, Australasia and South Africa and will span digital, social media, print and in-store for three months after launching last week.