There is an intricate network of safety net organizations that support people in need, from the Red Cross to federal support programs to local religious-based groups. When people fall through the holes in that net, the Mitzvah Circle Foundation steps in. They supply the necessities we take for granted like toilet paper and shampoo, items most people are surprised to learn are not provided or covered by traditional support programs.

To raise awareness and funds, Diamond Edge created the “Would You Lather?” campaign. We asked people if they would rather make 2 ounces of shampoo—the typical amount used by a person at risk—last a whole month or make a small donation. The fun social media campaign invited people to share their lathering stories and spread the word one bubble at a time. ​​​

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