Titled #TenTilNeverAgain, Foil Me’s latest crusade was devised to raise much needed awareness and support funds for Breast Cancer research in Australia and beyond.
Solidifying their commitment to causes of universal significance; Foil Me have launched their fourth consecutive Pink October Campaign in support of the National Breast Cancer Foundation of Australia (NBCF).
Titled #TenTilNeverAgain, the brand’s latest crusade was devised to raise much needed awareness and support funds for Breast Cancer research in Australia and beyond. A twofold effort simultaneously geared towards uniting industry professionals despite current social restrictions – with fundraising taking place both in salon and digitally.
“Due to 2020’s unforeseen events we wanted to launch a campaign that could still unite us as an industry, fundraising together, either from home or from the salon,” says Foil Me co-owner and Creative Director, Emily Ciardiello. “We’ve developed the hashtag #TenTillNeverAgain and we’re encouraging all involved to please use the hashtag to connect with our collaborative community and show your support, all whilst still being able to raise much needed awareness and funds for this important cause.”
This year will see the campaign extend upon its successful fundraising efforts with additional product offerings and new collaborators. In addition to donating a portion from each sale of their iconic PINK foils (the Knobel collection) during October, Foil Me has also introduced the BCR collection; featuring their exclusive pink ribbon and bra foil to increase awareness and facilitate the acquisition of further research funds for the NBCF.
With their ‘conversation starting pattern’ and widespread accessibility, the BCR collection includes three pre-cut foil varieties; namely the BCR (12.5cm by 27cm), BCR Wide (15cm by 27cm) and BCR Extra Wide (20cm by 40cm) – with $1 from the sale of each packet going straight to the NBCF’s assorted Breast Cancer research and support initiatives. Foil Me will also donate 50c from the sale of each brush across September and October.
“This year is extremely exciting; we have some amazing collaborators on board with the Pink October movement,” continues Emily. “As with previous years we’re once again calling on our salon clients and customers to dress in PINK on Pink Day (Wednesday 21st October) and also ask that they truly get into the fundraising spirit and decorate their salon or office space in PINK! You can also offer your clients services such as pink toners and/or pink highlights!”
Collaborators for 2020 include Redken, Hair Co Hair & Beauty Supplies, Nourishing Body Co, BRACEGIRDLES, OGO and AWDS; all of which will support registrants with exclusive products, online discounts and assorted goodies.
“We started organising Pink October this year back in January as we wanted it to be bigger and more influential than previous years, and we knew how much work was needed to ensure success,” adds Emma. “I really have to thank my team and Kirra Miriklis, the corporate partnerships executive for the NBCF, who have all given so much of their time and heart into this campaign to ensure the impact will be triple it was last year.”
To date, Foil Me’s annual fundraising efforts have seen over $50,000 raised in support funds – all of which have been donated directly to the NBCF. With the continued support of the entire hairdressing industry, the funds raised have helped Foil Me continue to assist the NBCF in their overarching mission of achieving zero Breast Cancer deaths by 2030.
Thus far, 145 high profile salons and businesses have backed this year’s initiative. Continues Emily; “Since mid-August, we have been encouraging the hairdressing community to join us in our #TenTilNeverAgain and Pink October campaign, raising awareness and funds for such a worthwhile cause; one that is close to our hearts and many of our clients/colleagues in the hairdressing industry.”
Since the NBCF’s inception in 1994, the five-year survival rates for breast cancer have increased from 76% to 91%; a result achieved through the investment of over $181 million into over 557 research projects. This year, with the help of the industry, Foil Me hopes to assist the NBCF inch closer to their mission of zero deaths by breast cancer by 2030.
Undeniably one of the most lethal forms of cancer, one in eight women (and approximately 1 in 700 men) will be diagnosed with Breast Cancer in their lifetime. Thus, Foil Me’s decision to utilise their now iconic, pink ‘the Knobel Collection’ foils and brushes (as well as the new BCR collection) as a means for giving back – was a no brainer.
“Every year we look to exceed the previous year’s salon participation numbers, and of course to exceed our goal of raising $35k throughout the month of October,” says Emily.