‘Power of Braid’ – Your braid, her power

The Jerusalem Post - The Jerusalem Post Magazine - - LETTERS -

It’s that time again, when the Zichron Me­nachem As­so­ci­a­tion and Pan­tene hair care kick off the an­nual Power of Braid cam­paign – from Jan­uary 1-7, 2020 – to col­lect hair do­na­tions that will al­low ev­ery girl or woman who is bat­tling can­cer to re­ceive a qual­ity new wig, free. Power of Braid’s goal is to raise aware­ness of the im­por­tance of hair do­na­tions (of at least 30 cm., about 12 inches) and to call on Is­raelis of all ages to do­nate so that any woman or girl with can­cer can fight the dis­ease with­out wor­ry­ing about her hair loss.

“The wig gives power – it’s not a slo­gan, it’s re­al­ity,” says Chaim Erental, CEO and founder of Zichron Me­nachem. “It gives the pa­tient the courage to go out, breathe life and fight for them­selves.” Dur­ing the do­na­tion week, 465 hair­dressers across the coun­try will be work­ing in con­junc­tion with the Zichron Me­nachem As­so­ci­a­tion to make the hair­cuts hap­pen.

The re­spon­sive­ness of Is­raeli women is ex­cep­tional when com­pared to other coun­tries where iden­ti­cal cam­paigns are be­ing con­ducted, Erental em­pha­sizes. Learn more at zichron.org (Photos: Hadass Azrieli)

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