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Donnelly Group launches confidence booster for gents young and old. 

Yulu launches Donnelly Group into the barbershop space by generating buzz around the “Cuts for a Cause” campaign.

THE CHALLENGE

Donnelly Group was looking for community relations strategies that were creative and impactful. Yulu was put to the task of planning and executing an initiative that would not only make a genuine difference, but also generate buzz about the organization’s commitment to supporting the community.

 

THE SOLUTION

Yulu launched ‘Cuts for a Cause’ in all of Donnelly Group’s Barber & Co barbershop locations. The initiative sought to boost the confidence of men and boys in Vancouver through complimentary barber services by partnering with Open Door Group, a non-profit organization that assists job seekers living in the Downtown Eastside, as well as with Big Brothers of Greater Vancouver.  Though several confidence-boosting programs existed in the city for women, there was a dearth of them for men. The opening of the fifth barbershop location provided a great opportunity to announce the launch of the initiative to media, offering on-site interviews with its proprietors.

 

THE RESULTS

Yulu was successful in generating buzz around the launch of ‘Cuts for a Cause’, securing coverage in local media such as Westender and Hello Vancity. We also secured the cover story of the Business section in Vancouver Sun that included images and a video profiling ‘Cuts for a Cause’ and Donnelly Group’s foray into the barbershop space.