Moshi Moshi is an all-inclusive salon established in 2002 with locations in Chapel Hill and Durham. The salon aims to maintain a welcoming environment that promotes diversity and equality for its employees and customers, regardless of hair texture, age, gender, nationality or sexual orientation. While the prices of Moshi Moshi haircuts reflect the time, products and living wage requirements needed to satisfy the client, stylist and salon properly, the price for undergraduate and graduate students is a little steep, especially when most students don’t have a job outside of school. While Moshi Moshi has competitive prices, they are still not the most cost effective salon in the area, meaning that to stand out from the competition, Moshi Moshi needs to provide opportunity for low-income individuals and promote inclusivity in the community.

In my MEJO 673 class, our group created a six-part campaign centered around creating and implementing a Pay-it-Forward fund that would go toward helping students in the Chapel Hill area. With the Pay-it-Forward fund, clients would be motivated to do good and donate to the Pay-it-Forward program if they desire. However, $5 of their haircut would automatically be placed in the fund to build it consistently. By showing a valid student ID, students would get $20 off their haircut utilizing money from the Pay-it-Forward fund. By implementing a program that would allow current clients to feel good about themselves while giving back to the community, Moshi Moshi would be able to maintain the atmosphere of a high-end salon while also being able to help students in the area who can’t afford a regularly priced haircut.

I came up with the tagline for this campaign, which is “Cutting Off Hair, Cutting Out Limits.” Within our six-part campaign, I wrote the scripts for two ads, each lasting 30 seconds, to be placed on Moshi Moshi’s social media channels. The portions of our campaign book that address these ads, as well as the scripts for them, can be seen below.