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.
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.
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.
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.