L'Oreal's Hairdressers Against AIDS programme, backed by The United Nations Educational, Scientific and Cultural Organisation (UNESCO) will take up the challenge of raising awareness of the risk of the virus with an online appeal for donations.
Working with Mr. President, the advocacy programme, which has been rolled out across 30 countries will aim to mobilise its network of salon professionals to persuade the public to snip, trim or shave their hair and subsequently talk about it through their social media profiles using #cutAIDSshort.
In their message, the pledge will also be asked to mimic a 'cut' symbol on their hair as showcased on the main image of the Hairdressers Against AIDS homepage.
Laura Jordan-Bambach, creative partner at Mr. President explained that the scissors sign being mimicked was "a simple, shareable and globally understandable mnemonic".
She added: "We’re privileged to be working with Hairdressers Against Aids to make this year’s campaign as loud and large as possible, spreading our message from the salons to the world.”
A temporary tattoo of the red ribbon which symbolises the cause can also be picked up from participating salons where direct donations can also be made.
World AIDS Day will take place on Tuesday 1 December.