BMF creates Fashion Targets Breast Cancer campaign

BMF has created the Fashion Targets Breast Cancer campaign for pro bono client the National Breast Cancer Foundation. Singer Kylie Minogue will be among the faces of the campaign.

The press release:

BMF have teamed with the National Breast Cancer Foundation to create their 2010 Fashion Targets Breast Cancer campaign, which aims to encourage young women to purchase black and white fashion items to raise money for breast cancer research.

The print and outdoor campaign is in line with this yearʼs UK creative, featuring breast cancer survivor Kylie Minogue, posing in nothing but a black and white silk sheet with the charity logo on it.

Transformers actress Rachael Taylor and model Emma Balfour have joined Kylie as new Australian ambassadors in a similar style shoot by fashion photographer Troyt Coburn.

BMF and Troyt Coburn worked closely with agency DLM to secure the talent for this high gloss fashion shoot. The series also includes a group image of television presenter Zoe Naylor with models Mink Sadowsky and Anneliese Seubert. These women will be joined by fellow FTBC ambassadors, stylist Pip Edwards, presenter Ruby Rose, and fashion designer Collette Dinnigan, to raise awareness throughout the campaign.

Quote from Sue Murray, CEO National Breast Cancer Foundation, along lines of – itʼs great to have the support and talent of industry experts who have connections and can make things happen that we could never do alone.

Says Sue Murray, CEO National Breast Cancer Foundation, “It’s great to have the support and talent of industry experts who have connections and can make things happen that we could never do alone.”

The black and white themed work asks Australian women to wear their support literally, in purchasing part of FTBCʼs new sixteen-piece fashion collection. Retailers Peep Toe, Cue, Metalicus, Seafolly, and GHD have created unique black and white products pledging to donate 25% or more to the FTBC cause. The collection is a first for the charity in Australia and one they hope will reach a broader audience of women than ever before.

BMF along with creative and media partners have all donated their time and ad space to this worthy cause pro bono. With more than 14,000 cases of breast cancer expected to be diagnosed this year, the concern for better awareness in young women is growing across the industry.

Dylan Taylor, BMFʼs Executive Creative Director commented, “Itʼs a real honour to be invited to help  raise awareness of such an important cause. BMF are proud to be involved.“

The FTBC retail collection is available in stores from August 2. View the collection on www.ftbc.org.au or follow us on Facebook ʻFashion Targets Breast Cancer Australiaʼ and Twitter handle: FTBC_Au.

Source: BMF press release


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