Cancer Council ACT:
Brief: Cancer Council ACT’s most significant service for the mental wellness of patients with cancer is the wig service, yet the service is highly under-promoted and utilised.
Insight: The lack of targeted advertising has created a misunderstanding for consumers in what roles the Cancer Council plays within the community and the level of importance with which the Wig Service is held.
Opportunity: It is established that patients consider their wig as a ‘friend’ and helps women affected by hair loss to cope with cancer ‘stigma’. Where psychosocial programmes aren’t fully embraced due to environmental and cultural factors, the physicality of the wig is considered to be the next most suitable option.
