Lexus has partnered with St. Baldrick’s Foundation, a volunteer-driven charity that raises money for childhood cancer research. To celebrate St. Patrick’s Day and the all-new Lexus IS, the Lexus Bold IS contest is a social media-driven challenge will see people shave their heads for a worthy cause—and the chance to win $2,500. The contest raises awareness about children’s cancer. Lexus will donate $25,000 to St. Baldrick’s to fund research to find cures for all childhood cancers.
Participants need to get bold and go bald at a local St. Baldrick’s event, or on their own, and create a 15-second Instagram video mentioning what bold act they would perform if they win $2,500 prize. Contestants will upload their video URLs for viewing in a public gallery. The act lets participants stand in solidarity with children who typically lose their hair during treatment. Will Nicklas, Corporate Manager, Lexus Marketing, Planning and Communications will also shaving his head to support this cause.
“Lexus constantly strives to push boundaries and take risks, and we encourage our consumers to participate in this grassroots program to help conquer childhood cancers,” said Brian Bolain, Lexus corporate manager of marketing communications. “Children’s charities are very important to Lexus and partnering with the St. Baldrick’s Foundation for this program is a meaningful way to help kids.”
“We are thrilled about this partnership with Lexus and encourage our legion of supporters to dare themselves to be bold with this opportunity,” said Kathleen Ruddy, CEO of the St. Baldrick’s Foundation. “With each new bald head, bold idea and the support of Lexus, we hope to raise more awareness and funds for lifesaving childhood cancer research, so all kids can live long and healthy lives.”
Videos will be judged on creativity, most compelling story, and most likes on the site. Video submissions must be made by March 18, 2014 at 11:59 p.m., and winners will be announced at the end of March. Ten entrants win $2,500 each. An additional $1,000 prize will be given to a person chosen at random who registers on the site and votes for their favorite video.