Cancer foundation says, other than the title, Bonds’ BOOBS campaign will respect the whole woman

Bonds BoobsThe Bonds ‘BOOBS’ teaser campaign has been revealed to involve a promotion for the brand’s partnership with the National Breast Cancer Foundation along with the launch of a new bra range.

After the promotion – which includes outdoor posters as well as social media – began to generate comment on social media, NBCF issued a statement saying:

“NBCF has been in discussion with Bonds for some time over the campaign to launch Bonds’ new bra range.

“NBCF and Bonds have partnered before to raise funds for research, and both wanted to do so again. In our discussions with Bonds, NBCF was very careful to emphasize that breast cancer must be seen in the context of the whole woman. That is why we have a commitment to fund research right across the full spectrum of the breast cancer experience.Bonds has used the word ‘BOOBS’ in their campaign, as it reflects the brand’s personality and the general Australian vernacular.”

However, NBCF appeared to distance itself from elements of the campaign, adding: “NBCF worked with Bonds to ensure that respect and care for the whole woman and her health was woven through elements of the campaign, other than the title.”

Originally, Bonds had said it would not reveal what its message meant until October 13.

Meanwhile, Bonds has posted a message about NBCF saying: “Bonds knows that feeling great about your boobs doesn’t stop at a supportive, comfy bra. Having good boob health is also a huge part of loving and caring for your boobs.”


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