Empathy beats sympathy.
ghd’s celebrity endorsed Breast Cancer campaigns were losing impact and so they needed to find another way to encourage women to support the cause.
THE SOUTHPAW STANCE
Our neuro-map led us to use EMPATHY BIAS - a behavioural science model that would allow ghd to create a more meaningful and emotive connection with their audience.
Instead of a product story we told a real human story, of women who turn their mastectomy scars into works of art, creating their own stories of self-expression, empowerment and pride.
“Our work with Southpaw has seen the My Tattoo, My Story project become the most successful campaign in history of ghd supporting breast cancer charities.”
Global Branding & Marketing Director, Coty
Raised for Breast Cancer Charities
Increase in brand awareness