To celebrate St. Patrick’s Day and its all-new IS model, Lexus is partnering with the St. Baldrick’s Foundation, a volunteer-driven charity dedicated to raising money for childhood cancer research, to create the Lexus Bold IS contest.
The social media-driven challenge seeks out courageous people willing to shave their heads for a worthy cause—and the chance to win $2,500. Launched to help raise awareness about children’s cancer, the Lexus brand also pledges to donate $25,000 to St. Baldrick’s to help fund research to find cures for all childhood cancers.
From now until March 18th, contest entrees are encouraged to get bold and go bald at a local St. Baldrick’s event, or on their own, and create a 15-second Instagram video stating what bold act they will perform if they win the $2,500 prize. Then, upload their video URLs to LexusBoldIS.com registration page, where the rest of us can see.
“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.”
Videos will be judged on creativity, the most compelling story, and the most “likes” on the site. The deadline is March 18, 2014 at 11:59 p.m., and winners will be announced at the end of March. Ten entrants will win $2,500 each. Like your hair too much to part ways? An additional $1,000 prize will be given to one person chosen at random who registers on the site and votes for their favorite video.