Today, February 21st 2014, marked another attempt by Today FM to regain their place in the Guinness World Records for their award winning Shave or Dye campaign.
Both Today FM and the Irish Cancer Society put the call out and have been ‘head-hunting’ intensely for participants. We decided to take a look back at the key moments in the history of Shave or Dye.
Olytico monitored and analysed conversations which included the hashtag ‘#shaveordye’ or the phrase ‘Shave or Dye’.
Since its launch in 2010, Today FM’s Shave or Dye has become a highly successful event, raising €6.1 million to date, with thousands of people participating and hosting fundraising activities throughout Ireland.
Driving its success and interest each year are the record breaking attempts made by the Ray D’Arcy show team and their loyal listeners. Together they have broken records and set new ones by shaving, dyeing and up styling hair and heads.
The campaign has seen not only Today FM presenters dyeing and shaving but has inspired many others to join in too. Sports stars, politicians and personalities alike have given their support and joined in with the campaign:
Irish Football Team
— FAIreland ⚽️🇮🇪 (@FAIreland) February 4, 2013
— Cricket Ireland (@Irelandcricket) February 9, 2012
Senator David Norris
David Norris after his Beard and Hair Shave Today for Shave or Dye ( a pic I took) pic.twitter.com/dEgmu63CXF
— Cathal Burke (@cathalbur) October 22, 2013
Niall Breslin (Bressie)
— Gareth O'Connor (@garethoconnor) February 21, 2014
Key moments for Shave or Dye – Record Breakers!
As well as the thousands of events held across Ireland, the record breaking attempts of the Shave or Dye campaign make up some of the stand out moments over the years.
Records set on the show for Shave or Dye include:
Shave or Dye – a history of mentions
While the aim of the Shave or Dye is to raise funds for the Irish Cancer Society and to break Guinness World records – which they have successfully achieved each year – year on year they also broke their own records with regards to volume of mentions on Twitter.
The five major peaks on the chart represent the month of February each year and illustrate the impact of the Shave or Dye record breaking attempts. People tweeting pictures, videos, messages of support and their own achievements were also significant drivers of mentions.
Another stand out moment for Shave or Dye is represented by the peak in mentions in October 2013 – the only peak outside of each February. During an interview on the Ray D’Arcy show, Senator Norris made a promise to shave his beard if the public voted against the referendum to abolish the Seanad. Senator Norris stood true to his promise and on October 22nd revisited Today FM studios and shaved his beard live on-air with funds raised from the shave being shared with the Shave or Dye campaign.
Top 5 Tweets All Time (by no. of retweets)
Over the years the success of Shave or Dye has been driven by individuals tweeting and sharing information about the events and their personal fundraising campaigns.
Here is the most retweeted Shave or Dye content of All Time:
If I get 500 retweets I'll shave my head.
If I get 1,000 retweets I'll get a pink Mohawk.#ShaveOrDye @todayfmofficial
— Greg Hurley (@greg504hurley) February 4, 2014
— Today FM (@TodayFM) January 31, 2014
If I get 500 or more retweets il Shave or Dye my head for #ShaveorDye @todayfmofficial
— Sam Lawless (@big_sam92) February 6, 2014
Right, let get Shave or Dye more followers! Everyone who retweets will go into a draw for a bag of swag! #shaveordye
— TodayFM Shave Or Dye (@DareToCare2016) February 8, 2013
Lets try get to 1,000 followers by end of day! Come on punks and monks, spread the word! This is more than charity, it's WAR! #shaveordye
— TodayFM Shave Or Dye (@DareToCare2016) January 31, 2013
Shave or Dye 2014 – the story so far
For its fifth year celebration the Shave or Dye campaign aimed to break fundraising and Guinness World records.
Already today they have broken the record for ‘The most heads shaved simultaneously’. Twitter mentions too are already breaking records. For the year to date there has been 4,226 mentions – including an all time daily high for today’s record breaking attempt.
It's shave or dye day at @todayfmofficial. Good look! Donate by texting Shave to 50300 or online http://t.co/pJUymuWD45
— Conor Pope (@conor_pope) February 21, 2014
— Fergal O'Brien (@Fergal_O_Brien) February 21, 2014
— Ciara Reilly (@PrimEdTeacher) February 21, 2014
— Lord Mayor of Dublin (@LordMayorDublin) February 21, 2014
With events being held in pubs, clubs, towns and villages throughout Ireland, 2014 is set to be another great year for Shave or Dye and the Irish Cancer Society.
We would like to wish everyone dyeing and shaving the very best of luck and remember you too can play a part in raising funds for the Irish Cancer Society by texting SHAVE to 50300.