Finalist – AC&E Awards 2016 – Not-for-profit
It's a little bit special when your idea gets picked up by an international supermodel like Miranda Kerr. Especially during Breast Cancer Awareness month, when there are so many other pink charities vying for attention.
To motivate women to host a breakfast or donate with the National Breast Cancer Foundation we needed a simple, sharable idea. One they could all participate in. We created a campaign that united Australian women with the one thing that supports them every day – their bra straps.
We kicked off the campaign in July with traditional advertising, including outdoor, digital and direct mail. Then in October, we went social. United by the call-to-action #ShowYourSupport, social media was filled with selfies of women showing their bra strap and men showing their suspenders.
Not only did we inspire thousands of Australian women to show their support for life-changing breast cancer research, for the month of October we made the selfie selfless.