Hair-loss expert Lucinda Ellery briefed instinct to increase awareness of a little-understood disorder. A shocking 1 in 4 UK women struggle with Trichotillomania, which causes sufferers to compulsively pull out hair – often as a result of anxiety. This impulse-control disorder affects 110 million women worldwide, yet fewer than 10% seek treatment, owing to a combination of stigma and lack of information.

Our campaign saw the creation of international No Pulling Week over 7 years ago. The International week set out to help those suffering in silence to overcome emotional barriers to speaking out about their condition, and empower them to seek treatment. We focused on personal storytelling, interviewing case studies who have found Lucinda’s approaches beneficial and seeding their stories across broadcast press.