Page 44 - UHN Year In Review 2014-15: Patients As Partners In Care

Princess Margaret Cancer Foundation

Shave, Share and Donate

Toronto Mayor John Tory couldn’t resist the invitation to take the Free #NoHairSelfie app gave people the
scissors to Gary Slaight, broadcaster, philanthropist and huge opportunity to get a virtual cut.
supporter of Princess Margaret Cancer Centre. Friends, co-workers (Photo: iTunes)
and family donated over $620,000 in support of Gary’s shave.
(Photo: Malinda Denbok/The PMCF)

The Princess Margaret Cancer The #NoHairSelfie web site encour- expectations,” says Paul Alofs,
Foundation launched an all-new aged visitors to join the movement President and CEO of the Foundation.
social media fundraising campaign either by doing an actual head shave “The app was named best new app
called #NoHairSelfie in early January or a virtual one (using the free app) by Apple, and it was downloaded
2015. It culminated on February 4 — and sharing the selfies on their social more than 57,000 times. Over 21,000
World Cancer Day. media. All “hair-ticipants” were en- #NoHairSelfies were posted in the
couraged to use their selfies to raise online gallery, and the campaign
The campaign drew attention to the awareness and funds to support raised over $1.8 million.”
many side effects of cancer treatment cancer research.
impacting patients, with the most Many of the campaign participants
visible and often most difficult being “The response to the #NoHairSelfie were cancer survivors, including
hair loss. campaign went well beyond our Dawn Murphy who raised more

44 Patients as Partners in Care