Ovarian cancer has had little change in treatment for over 30 years. There is no early detection test and it has a devastatingly high mortality rate (only 46% of women will survive this disease). This needs to change.
To raise awareness of ovarian cancer and donations to Ovarian Cancer Australia (OCA), we created a strong and empowering platform to help Australians improve these odds in tandem with several prominent retailers.
We partnered with Bonds, Jockey and Bras N Things to create ‘Overies for Ovaries’. A campaign that turns teal-coloured underwear into a symbol of solidarity and support with 100% of profits donated to OCA. These undies are known as ‘Overies’ and are worn by our brand ambassadors Steph-Claire Smith, Laura Henshaw and Danny Kennedy from ‘Keep It Cleaner’ throughout our ads.
Now in its third year, Ovarian Cancer Australia’s 2021 campaign aims to inspire people to ‘Feel the Power of Saving Lives’ by buying their very own pair of Overies. Since its initial launch in 2019, we’ve raised over $300,000 with over 48,000 pairs of Overies sold so far.
Our Overies for Ovaries campaign will culminate on May 8th (World Ovarian Cancer Day), where those who purchased Overies will be encouraged to wear them and spread the word across social media.
The campaign was launched on April 15th and will run across TV, radio, OOH, press, social and digital until the end of June.
Eva Nowicki, our Client Services Director says “Ovarian cancer has the highest mortality rate of any female cancer, yet it’s rarely spoken about. Our work with Ovarian Cancer stands out amongst other non-profits with its vibrant and energetic messaging that empowers people to save lives with a single purchase.”
Credits
Client: Ovarian Cancer Australia
Director of Marketing and Communications: Josy Shaw
Marketing Manager: Laryssa Johnston
Partnership & Sponsorship Manager: Jen Van Ewyk
Managing Director: Joseph Meseha
Executive Creative Director: Stuart Black
Client Services Director: Eva Nowicki
Creative Services Director: George Kalogerakos
Director/Photographer: Hugh Peachey
Camera Assistant: Hamish Ross McGlynn
DOP/Cam Op A: Cameron Zayec
DOP/Cam Op B: Craig Pringle
Stills Assistant: Alexander Pomnikow
Sound: Bruce Armstrong
Hair & Makeup: Kim Tavares
Hair & Makeup Assistant: May Lee
Post-Production Sound: Production Alley
Studio: Monster & Bear
