Last week, Pantene kicked off its #8or8 challenge, asking women to “choose their 8”—either donating $8 or eight inches of hair (the minimum length needed to be made into a wig) to the P&G brand’s Beautiful Lengths program.
Launched in 2007, Pantene Beautiful Lengths helps create free, real-hair wigs for women who have lost their hair during cancer treatment. So far, the program has collected more than 100,000 ponytails in Canada alone and raised the funds to make more than 2,400 wigs, distributed through the Canadian Cancer Society.
This new initiative taps into the mobilizing power of social media through the hashtag #8or8. Helping the challenge go viral is Pantene ambassador and singer Selena Gomez, who asked her fans to participate by posting a video to her Instagram account (where Gomez has nearly 44 million followers).