Fourth Dimension Inc.

Fourth Dimension Inc.

February 24, 2016 11:00 ET

4D's #NoHairSelfie 2015 Wins Multiple Marketing Awards

TORONTO, ONTARIO--(Marketwired - Feb. 24, 2016) - Toronto-based digital creative agency Fourth Dimension was honoured with no less than three (3) North American Excellence Awards for their #NoHairSelfie cancer awareness and fundraising campaign. #NoHairSelfie, which was developed for the Princess Margaret Cancer Foundation (PMCF), won for:

  • Multi-Market Communication
  • Website
  • Mobile Communication and Social Apps

In addition to the North American Excellence Awards, Fourth Dimension was earlier singled out as a 2016 AVA Platinum Digital Award Winner for Best Digital Marketing Campaign for #NoHairSelfie.

The innovative campaign also caught the attention of the Canadian Association of Marketing Professionals (CAMP), which presented PMCF with the award for Marketer of the Year - Not for Profit/Government due to its success. Fourth Dimension was credited as the agency behind the campaign.

#NoHairSelfie addressed PMCF's desire for an entirely new and innovative approach to cancer fundraising by launching the first-ever socially driven digital fundraising event. The social media-based campaign invited "hair-ticipants" to raise money and show solidarity with cancer patients by shaving their heads actually or virtually via the #NoHairSelfie app on World Cancer Day, an annual event that takes place every February 4. As PMCF's first-ever socially driven digital fundraising event, #NoHairSelfie would be promoted through a custom website and app. Participants could register to shave their heads actually or virtually (via the app) on WCD and were invited to:

  • Fundraise for donations to their head shaving campaign
  • Post a #NoHairSelfie on the #NoHairSelfie website
  • Do a virtual shave with the #NoHairSelfie app and share across social media
  • Donate online or via text

The #NoHairSelfie campaign launched on January 7, 2015 with a custom designed, fully responsive website optimized for social media, and an innovative virtual head-shaving app for smartphones. Participants and visitors were kept engaged through a variety of entertaining, features including:

  • Sharing #NoHairSelfies via social media
  • Fun content like shaving tips, campaign promotion, etc.
  • Custom personal campaign pages
  • Ability to challenge friends to shave via social media

Donations could be made via both app and website. The website:

  • Featured videos of cancer survivors telling their stories.
  • Testimonies by local celebrities about joining the #NoHairSelfie campaign.
  • Encouraged participants and visitors to share photos and challenge friends to shave.
  • Both app and website were easy to use and navigate, and provided an entertaining user experience.
  • YouTube videos expanded reach and maximized awareness.

#NoHairSelfie exceeded all its targets, and succeeded in raising $1.8M in gross revenue.

  • Both the #NoHairSelfie app and website were singled out for praise, with Apple selecting the #NoHairSelfie app as one of their best new apps for 2015.
  • There were over 110,000 visitors to the website, of which 71,000 were unique.
  • Significant media attention and local celebrity participation ensured maximum awareness of the #NoHairSelfie campaign, and its establishment as a cancer fundraising and awareness brand.
  • Corporate Canada support: 20 organizations promoted #NoHairSelfie through their own social media channels

About Fourth Dimension

Fourth Dimension is a full-service, digital agency where creative brilliance is combined with cutting-edge technology to focus on one goal: providing clients with pioneering solutions that are engineered to maximize return on investment. Since 2005, Fourth Dimension has been building and managing complex web-based applications and implementing creative strategies for clients across the globe. Bringing together a diverse group of talent and expertise, we specialize in creating and managing brand equity for clients across all media platforms, and have built a solid reputation for providing innovative design and technology solutions for our B2B and B2C clients.

About Princess Margaret Cancer Foundation

The Princess Margaret Cancer Foundation began raising funds for cancer research at Princess Margaret Cancer Centre in 1982, and since then has raised well over $1 billion for this world-leading centre. The Foundation has pioneered many successful types of fundraising including mega lotteries and large-scale events recruiting thousands of participants/fundraisers such as our Shoppers Drug Mart OneWalk to Conquer Cancer and Enbridge Ride to Conquer Cancer. The Foundation was one of Canada's 10 Most Admired Cultures for the Broader Public Sector (2013).

About North American Excellence Awards

The Excellence Awards are hosted by Communication Director, a magazine for global decision makers in corporate communications, PR and public affairs. Distributed around the world, Communication Director features articles by and interviews with the very top in the international communication profession as well as high-ranking academics and other established thought-leaders. For real insights into today's multinational communications profession, Communication Director is at the forefront.


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