Charity Oxfam, in collaboration with creative agency Bullfrog and Australian beauty brand People Haircare, is launching a campaign titled 'Only Shampoo' on October 1, National Hair Day. The campaign aims to spotlight global food inequality by comparing the nutrients in shampoos to the lack of food access for millions in Kenya, Ethiopia, Somalia, and South Sudan.

'Only Shampoo' is a product designed to provoke change and action towards a more equitable future without poverty. The campaign will utilise the shower as a place to prompt Australians to think about global food inequality. People Haircare, an Australian beauty brand, developed the product formulation for 'Only Shampoo'. Bullfrog and Praytell crafted the narrative for the campaign, aiming to link everyday routines to larger global issues.

On launch day, Oxfam plans to take over the popular subreddit r/showerthoughts to make 'Only Shampoo' the top shower thought on National Hair Day. A limited run of 'Only Shampoo' was created for influencers, activists, and media personalities to help raise awareness about food inequality. The campaign is part of Oxfam’s 'Unaccept Inequality' platform, which advocates for a more equitable global future. The 'Only Shampoo' campaign will be live across OOH, social media, and digital platforms. Other partners in the campaign include Initiative (Media Agency), Lander Productions (Photography), Southern Cross Austereo (Radio partnership), Gusto Studios (Sound studio), Bone.Digital (Website Development), Dr Print (Print Partner), and Lumberfly (3D Development).

Oxfam Australia Chief Executive Lyn Morgain said, “It’s staggering to think that, here in Australia, many shampoos contain more nutrients than millions of people have access to every day.” She added, “We want every Australian, as they wash their hair today, to think about the global inequality that has led to tens of millions of people not having enough to eat – and to start conversations with their friends and colleagues, to get people talking about the unacceptable hunger crisis that is gripping East Africa and beyond.”

People Haircare Founder Katherine Ruiz stated, “As a brand that champions beauty and self-care, we recognise the glaring contrast between the abundance enjoyed by some and the scarcity faced by millions around the world. We believe in leveraging our platform to advocate for a more equal world, and we are honoured to play a vital role in bringing this campaign to life and shining a light on the inequality faced by so many.”

Dan Sparkes, Deputy ECD at Bullfrog, explained the campaign's design, “The campaign is designed to stir a sense of unease, to take something as familiar as shampoo and use it as a mirror to reflect on how disconnected we’ve become from the realities of inequality. ONLY SHAMPOO illustrates just how unacceptable it is that in 2024, an inequality like this still exists. It contextualises a drastic contrast in access to basic needs, and reminds people that our hair doesn’t need food. People do.”