THE MOBILE GAME THAT FIGHTS CHILDHOOD CANCER AS YOU PLAY

CHALLENGE

In 2020, Schick Xtreme looked to lend it’s shaving expertise to the St. Baldrick’s Foundation - an organization that hosts head shaving events to raise money for childhood cancer research. But with COVID-19 cancelling in-person events indefinitely, critical fundraising came to a halt. Schick Xtreme, a brand known for razor innovation, saw a unique opportunity to reimagine St. Baldrick’s head shaving events to keep the donations flowing.

INSIGHT

Since in-person events weren’t possible, we looked into all the ways our millennial target gives back digitally. We found that over 60% of Americans 18-29 play video games often and on average donate $29 a month on Twitch to support the causes they care about. This made us wonder, how can we bring St. Baldrick’s head shaving mission to the Twitch community in an authentic and engaging way? 

IDEA

Introducing Shave The Day, a one-of-kind mobile game where Schick turns player’s points into real donations to help fight childhood cancer. To get the shaving started, we harnessed the power of the Twitch community. We teamed up with top streamers, inviting them to play our game live and collect donations from fans. Once they reached their fundraising goals, they shaved their heads using Schick Xtreme razors, raising even more money and awareness for the cause. Shave The Day is gearing up for a round 2 in 2021 and is still available for download on the App Store and Google Play Store.