Yes, I know. Having thrown the name of this lovely Scottish lass around a fair bit already, it is understandable to conclude that she is the one standing to gain the most from this seemingly selfless gesture. But that would be false. True, Kira is the one from whom this campaign was inspired, and for whom we are targeting solidarity, compassion, well-wishes, and donations. But make no mistake, the chief beneficiary of each head shave is the one being shaved.. And here is why.