The unprecedented effect of the COVID-19 pandemic has been catastrophic. Its effects has been devastating, especially for our most vulnerable, our youth and our aged with limited access to food. COVID CUTS SA was a movement K&i launched inspired by compassion in response to the COVID-19 pandemic.
During lockdown restrictions it was not possible to visit a barber or hairdresser. While grappling with the new normal, countrywide manes still needed maintaining. COVID CUTS SA’s concept was simple and the outcome, styling. By giving yourself or a fellow lockdown supporter a much-needed mane trim at home, you can save lives.
The initiative aimed to turn Mzanzi into a “hairo” nation, one home hair cut at a time. The aim was to raise money and awareness for NPO Masi Creative Hub – helping feed children and elderly in need in Masiphumelele, Cape Town.
The COVID CUTS SA initiative worked like this: Nominate a responsible member of your lockdown party to cut or style your own hair (or that of your kids or your fur-kids) or let your partner cut it, the idea was to do a home haircut and share it on social media and with the money saved, pony up and make a donation.
With a combination of the social media campaign, website splash page, traditional press and radio coverage, together with other fundraising initiatives, COVID CUTS SA helped contribute to donations reaching over R80k.
COVID CUTS SA
Visual identity design
Social media campaign
An act of kindness
The COVID CUTS SA initiative was 100% funded through compassion and 100% of the money raised went to charity. We would like to thank those involved for making this possible: The team at K&i Creative Design Agency for their enthusiasm and swift design work / Amy Knight-Dawson from Scribe Consulting for her amazing copywriting / Ingram Casey from Escape+Explore for setting up a WhatsApp group and taking up the challenge to cut his hair / Veronique Rossouw for public relations / We are Africa for their media reach / Preetesh Sewraj from the Loeries for his insights / Yandiswa Mazwana from Masiphumelele Creative Hub for her outstanding charity / Pernille Stallemo for assisting with the charity on a daily basis / Pablo Stanley for his ‘Open Peeps’ illustrations. Remember, compassion never goes out of style.