Stichting Haarwensen

THE JOURNEY OF A BRAID FROM A HAIR DONOR TO ITS RECEIVER
On April 7, 2018, the Dutch foundation Haarwensen (Hair wishes) celebrates her 10th anniversary. For a decade the foundation has committed itself to help children up to the age of 18 –who have become bald due to medical treatments or a hair condition– with a hairpiece. Totally free of charge. To clarify how much effort it takes to make a hairpiece, we have followed the journey from a hair donation to donating a wig in a short film.

In the past 10 years, more than 1200 children have been provided with a wig made of real human hair. Haarwensen often gets questions about how a hairpiece is made and why it is so valuable. Because Haarwensen needs € 1,500 to give away one hairpiece for free. To provide more insight into this costly process, the help was requested from one of the foundation’s ambassadors: top stylist John Beerens. In a short film you can see how the unsuspecting Anna comes to the salon of John for a make-over. Prior to the haircut, Anna faces a difficult choice, after which she steps into an unknown adventure. The journey of the cut off braid is followed, which is then symbolically processed into a new hairpiece. When she returns to the Netherlands, Anna awaits a special meeting at the very first hair salon of Haarwensen at the Academic Medical Center in Amsterdam.

Besides the film, a radio commercial was recorded to celebrate the 10th anniversary of the foundation. One of the stars of the film, the young Helewise, shared her story in a 30” commercial. This was aired with sponsored airtime on Q-Music and the radio stations of E-Power Radio.

SUPER PROUD!
Since its launch in April, the film has already achieved more than 3 million views!

The radio commercial is only available in Dutch.

A SELECTION OF HAARWENSEN IN THE MEDIA
Glamour
Telegraaf
Flair
> Libelle
Viva
ANKO

CREDITS
Client : Stichting Haarwensen
Creatives : Cheriëtte Lagrouw and Dieter Vanhoof
Project Manager : Lina Mertens
Production : Poolhert Productions; Ellen Pollard and Marie De Hert

Radio
Client : Stichting Haarwensen
Creative : Cheriëtte Lagrouw
Production : Stainless Sound

Special thanks to Anna Jongen and Helewise Bos for their courage, the Guusje Nederhorst Foundation, John Beerens Haarstudio, Aderans Philippines and Hairtrends.