What: Schwarzkopf Professional’s Christmas Wish fundraising campaign, benefitting the Northern Cancer Foundation.

Who: National Sales Director Frank Bruno spearheaded the fundraising in honour of his brother, Sam, who died of cancer in 2010. Sam fought for access to a PET scanner, the gold standard around the world for detecting and staging cancer treatments. Frank and their sister, Mary Hopkin, have since taken up the fight to raise the $2.5 million needed to purchase a scanner for the Northeastern Ontario region, the only region in Ontario without one. They have raised a total of $210,000 to date.

How: For two weeks in December, salons could donate $200 in exchange for a full day of work from a Schwarzkopf Technical Advisor (TA), who would consult, help apply colour, wash bowls and anything else that needed to be done during the busy holiday season.

The fundraising campaign was capped with a one-day event at the flagship ASK Academy in Toronto. Technical advisors and educators performed services for clients, who for a $50 donation could choose between a wash, treatment and cut or blow-out, or a consultation and single colour application. A raffle of 25 great prizes also raised money for the cause.

When & Where: December 14 in Toronto.