Locking down national attention for a long-ignored market

BIGfish Tech PR
Coils to Locs Credit Alex Joachim Photography
Total Press Hits
Million Impressions


As BIGfish’s first ProBono client, Coils to Locs engaged with us to create awareness of its solution to a medical disparity and its founding story and vision.

Coils to Locs is addressing a major disparity – Black women do not have access to medical wigs that match their pre-cancer hairstyles. Driven to bring change to cancer survivor’s recovery founders Dianne and Pamela formed Coils to Locs.

Coils to Locs is on a mission to provide access to a variety of ethnically inspired wigs that can be purchased through healthcare reimbursement at cancer center hospitals. Coils to Locs is a supplier of coily, curly synthetic wig styles for black women (or any woman with textured hair) experiencing hair loss due to a medical diagnosis.

For more information on Coils to Locs, visit: coilstolocs.com


Over the course of 10 months, BIGfish conducted tailored outreach with creative storylines in an effort to increase awareness of Coils to Locs’ story and the business. BIGfish worked to position Coils to Locs as the only medical wig resource for women of color who want coily-curly synthetic wig styles available through cancer centers and covered by health insurance.


As a result of BIGfish’s creative approach to public relations strategy and ongoing outreach, Coils to Locs has raised attention to this important medical disparity and continues to expand its business nationally. Coils to Locs and its founders Dianne Austin and Pamela Shaddock are becoming the leading expert source on medical related hair solutions for women of color.

Over the past 10 months, BIGfish has engaged reporters nationally and locally to bring awareness to Coils to Locs’ business and cause. Through this outreach, BIGfish has secured 42 press hits for a total of 388M impressions for the company.


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