The copywriting that first appears takes on a personal twist to Hair for Hope’s tagline, “Make a Bald Statement”. By changing it to “How would you like to make a bald statement?”, the question challenges the reader to want to read on.

 

The inner spread shows a pop up girl that had been through chemotherapy, with the tagline, “Let’s be air-heads!”. The body text speaks to the receiver like a friend to not blatantly shove selling points in the reader’s face. “ Embrace the baldness” is a statement made to add a positive and empowering note to being bald. It ties in with the tagline at the bottom, “Change the social stigma”.