Teenage Cancer Trust and HMV have teamed up for the Blu-ray and DVD release of the award winning hit comedy 50/50 to challenge some of the country’s braver and more charitable customers to get their heads shaved in support of the charity.
50/50 is released on Blu-ray and DVD today (March 26, 2012) and HMV and Teenage Cancer Trust are teaming up to mark the occasion with The 50/50 Challenge. Using the enormously talented team from Electric Hairdressing, the charity and the high street retailer have invited those who have successfully raised £50 to get a bespoke buzz cut at HMV’s flagship Oxford Street store today, on the day of release.
Those brave enough to say farewell to their hair – just as Joseph Gordon-Levitt’s character did in the hit film – will be raising money for a brilliant cause whilst also getting the haircut of a life time – in front of Oxford Street’s busy lunchtime shoppers
Customers can also get involved on the day by making a donation to the charity on the spot and then stepping up to get their hair cut.
Joseph Gordon-Levitt (Inception, 500 Days Of Summer) stars as Adam, a careful, considered young man in a faltering relationship with a commitment-shy artist, Rachael (Bryce Dallas Howard – The Help, The Twilight Saga: Eclipse). When a recurrent back pain is diagnosed as a rare form of spinal cancer, Adam learns not only to deal with his new-found social status as a ‘cancer sufferer’, but also the unpredictable responses of his best friend Kyle (Seth Rogen – Zack And Miri Make A Porno, Superbad), his dramatic mother (Anjelica Huston – The Big Year, Horrid Henry: The Movie), and even his wet-behind-the-ears counsellor (Anna Kendrick – The Twilight Saga, Up In The Air).
Directed by Jonathan Levine (The Wackness, All The Boys Love Mandy Lane) and based on writer Will Reiser’s own experiences, 50/50 is equal parts hilarious and heart-warming. What’s more, 50/50 is also quickly becoming the must-see home entertainment release of the year thanks to its irrepressible humour and wildfire word-of-mouth reaction.
Teenage Cancer Trust is the only UK charity dedicated to improving the quality of life and chances of survival for the six young people aged between 13 and 24 diagnosed with cancer every day. We build specialist units within NHS hospitals bringing young people together to be treated by teenage cancer experts in a place designed just for them. We want every young person with cancer to have access to this specialist support, no matter where they live.
Traditionally treated alongside children or elderly patients at the end of their lives, young people can feel extremely isolated during treatment, some never meeting another young person with cancer. Being treated alongside others their own age can make a huge difference to their whole experience.
We rely solely on donations to fund our vital work. You can help transform the lives of young people with cancer. Visit www.teenagecancertrust.org to find out how.
Teenage Cancer Trust is a registered charity, no. 1062559 (England and Wales) and SCO39757 (Scotland).