Here's a great campaign to encourage women to donate (some of) their hair for wigs for cancer patients - a new and very personal 'pink ribbon' approach.
Charitable causes often generate novel strategies, in part because they're stretching budgets and can't rely on paid exposure (I do wish they'd stop describing PR as a penny-pinching alternative to media buying, though - earned attention is simply more resonant).
I also wish more brands would take a similar approach, and set out to solve a problem rather than to simply push a product.
Thanks US colleague Ben Foster for spotting this one - hope it inspires lots of other great work.
"It's a reinterpretation of the pink ribbon. It's something that became very recognizable, kind of like a trademark of solidarity," Zamfir says.