Bonds take ‘BOOBS’ to the next level with outdoor promotion

Bonds is for BOOBSBonds has unveiled the next stage in the ‘BOOBS’ campaign with an outdoor promotion to be launched this Sunday.

The campaign, created by Clemenger BBDO, began with a teaser campaign which saw Bonds change its name to ‘BOOBS’ across all signage, including all social media channels, and across billboards in capital cities.

The campaign aimed to make a statement about Bonds being in the bra industry, due to research undertaken by Bonds revealing many women didn’t think they could wear a Bonds bra.

“We decided that we needed to make a big statement about Bonds being in the bra business seriously and that really gave birth to the whole ‘BOOBs’ concept,” Deans said.

The campaign also marks the renewed partnership with the National Breast Cancer Foundation (NBCF) and during October (Breast Cancer Awareness Month) Bonds will raise funds for NBCF’s research via in store and online fundraising. Bonds has committed to match the online donations raised for the NBCF dollar for dollar and is working with the charity to educate women about regular self-checks and visiting a breast screening clinic.

Prior to the launch of the campaign, Bonds conducted a ‘Boob-esteem Study’ which found that Australian women’s ‘boob-esteem’ is low.

Bonds aims to rectify poor ‘boob-esteem’ through changing the bra-buying experience. The brand is rolling out ‘Boob-Esteem Booths’ across Myer and Big W stores in Melbourne and Sydney this month where customers can be fitted for a new Bonds bra.

“For us, we connected to the whole feeling good about yourself, feeling great about your boobs and one of those ways was through wearing bras that made you feel great,” Deans said.

The face of the campaign has been revealed to be TV presenter and broadcaster, Myf Warhurst. She hit the streets as part of the campaign launch to interview women about their ‘boob-esteem’ levels.

The campaign is supported by the Bonds ‘BOOBS’ microsite.

The campaign sparked debate across Bonds’ social media, with breast cancer survivors and feminist activists condemning it as “offensive”.

Tanya Deans, Bonds general manager of marketing told Mumbrella: “This campaign isn’t about breast cancer it’s about bras. We feel really confident with what we’ve done, it’s definitely not our intention to go out and upset people and that doesn’t make us happy obviously.”

“It’s part of the vernacular, it’s a fundamental part of being a women, so from our point of view we don’t think that there’s anything offensive about that unfortunately we haven’t pleased everyone,” she continued.

“The vast majority of women are taking it in the spirit it was intended and not taking offence.

“The individual who is a breast cancer survivor, I’m mortified to think she’s taken it so personally,” Deans added.

Among those criticising the campaign was a breast cancer survivor who wrote on the brand’s Facebook profile: “As a breast cancer survivor I find this incredibly offensive. The point of breast cancer research is not to save boobs, but to save lives. Why must women like myself be made to feel we are worth less because of the ravages of breast cancer? Australians are mature enough to talk about breast cancer. Reducing the issue to large billboards and bus sides screaming ‘BOOBS’ is puerile. Huge fail.”

Miranda Ward 


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