The Drum Awards for PR 2022

Live in -h -min -sec

By Taruka Srivastava | Freelance journalist

September 9, 2022 | 2 min read

Hair-growth supplement brand Nutrafol is aiming to drive conversations around hair thinning in women and normalize the taboo topic in its latest campaign.

A TV spot titled ‘Keep Growing’ produced by Nutrafol's creative agency Mekanism features shots of individual women looking perturbed as they face hair fall and hair thinning, going through this physical and emotional turmoil in silence. The message “If this will happen to more than half of us, why do we feel so alone?” flashes across the screen, encouraging women to break their silence as hair loss isn’t just a male-dominated issue. At the end all the women come together in one shot to share their experiences.

According to Nutrafol, one in two women will experience hair loss in their lifetime.

Nutrafol is also launching a community called ‘Shed the Silence’ to connect women to other women, experts and influencers including broadcaster Erin Andrews (who has suffered with hair thinning due to IVF and stress), Pia Baroncini, Jacey Duprie and Rumer Willis, who are struggling or have struggled with hair thinning. The community will empower women to share personal stories and recommendations, and educate and raise awareness around the toll of hair thinning – both physically and mentally.

Creativity Creative Works Digital

More from Creativity

View all