I'm a hair guy.

By that, I mean I appreciate good hair; it's one of the firstthings I notice. Consider NFL analyst and former Dallas Cowboyscoach Jimmy Johnson—now that is an epic 'do, one of the best.Singer Daryl Hall? Look at him lately; the man's got a mane like alion and a beard. Just amazing. Even Sting and Hockey Hallof Famer Mark Messier, in their own way, are to be admired forsetting a standard by sporting the same close crop that serves asan ideal style for those clinging to what George Costanza called “aonce-great civilization of hair.”

The reason I bring this up is that few years ago I began hearingabout the St. Baldrick's Foundation, a volunteer-driven charitystarted in 2000 by insurance executives Tim Kenny, John Bender andEnda McDonnell that raises money toward research for cures forchildhood cancers. Because kids with cancer have a tendency to losetheir hair during treatment, “shavees” for the foundation showtheir support by shaving their heads, and inspiring friends andfamily to donate money to support the organization's efforts.

I'd heard of St. Baldrick's: What I didn't know was that it wasstarted by insurance people. NU Editorial Advisory Boardmember Carla Wynn, AVP of strategic claims management for Aramark,put it back on my radar last summer when we feted her and the otherwinners of our Excellence in Workers' Compensation Risk Managementaward in Orlando, on the eve of WCI's Workers' CompensationEducational Conference.

The conversation turned to one of the biggest complaints amongpeople in the insurance industry—its image problem. All too often,people outside—and even within—the P&C industry aren't madeaware of its exceptional philanthropy and volunteer efforts. Monthslater, the same topic was raised during lunch with InsuranceIndustry Charitable Foundation CEO William Ross, who agreed thatgood deeds by members of the insurance industry are often unsung,their charities unchampioned.

This needs changing. And as many St. Baldrick's eventswill be held throughout the country this year, many in March andApril, it's worth promoting this very worthy cause—the lure ofwhich was powerful enough to inspire one reinsurance executive andfoundation volunteer to become its senior director of corporaterelations and risk management.

Heather Kash, who was a vice president and principal atTowers Perrin, has had her head shaved twice for St.Baldrick's, most recently in 2012. She got involved with theorganization during its early days when she helped organize thecharity's first-ever Chicago head-shaving event in 2002; hercolleague Tom Leonhardt, senior vice president and principal, haddecided to under the blade, as it were, and she wished to help out.As the foundation's support in the Windy City grew, Kash beganhelping coordinate the efforts other local organizers. She joinedthe foundation full time in 2007.

It's a charity that makes it easy for people in the insuranceindustry to come together and do something fun and meaningful atthe same time and do something that you're proud of, says Kash. St.Baldrick's official corporate partners from the insurance industryinclude Allied World, Dowling & Partners, Farmers Mutual Hail,GenRe, Hudson Insurance, OdysseyRe, PartnerRe, Swiss Re and TowersWatson.

Aramark's Wynn became involved when the Insurance Society ofPhiladelphia asked if she could volunteer to organize their ownevent that traditionally followed their Philly All Insurance Day(or “Philly I Day”). She had never heard of St. Baldrick's but itappealed to her, as a childhood friend of hers died of cancer atage 15.

The reason for increased involvement among insurance executives,she believes, is the competition among carriers, reinsurers andagencies. If there's one thing insurance people like, it's winning.Wynn turned last year's fundraiser into a friendly competitionamong three brokers: Marsh, Willis and Conner Strong &Buckelew, and they ended up raising over $50,000 thanks theindustry's generosity. Money that will benefit children whose livesare unmercifully cut short by powers beyond anyone's control—fornow.

While many St. Baldrick's fund-raising events take place inMarch and April as it sprang from what was originally a St.Patrick's Day-related event, it is by no means limited to thosemonths. Fund-raisers are held throughout the year, particularly inSeptember, which is Childhood Cancer Awareness Month.

Involvement with St. Baldrick's doesn't necessitate that youshave your head; there are other creative ways to get involved,including organizing a run or a marathon; donating your birthday(in which people make donations in your name in lieu of gifts); orsimply donating.

When I asked Wynn if she'd shave her own blond locks for St.Baldrick's this year, she said, if the bounty is high enough, shejust might.

Personally, I'll stick with making a donation.