Hanes, Coles and Special Group tell Australians to ‘Take on Cancer in Your Undies’ in support of Ovarian Cancer

Hanes and Coles have partnered with Ovarian Cancer Australia (OCA) on a bold new campaign, ‘Take on Cancer in Your Undies’, created by Special Group.

The campaign will see Hanes brands, Bonds, Bras N Things and Jockey, release a limited edition range of teal underwear in support of women with ovarian cancer, with Hanes donating 100% of profits, up to $300,000, from the sale of the teal underwear to OCA.


Set to be rolled out across OOH, radio, print and online, the campaign creative will centre women who have been directly affected by ovarian cancer, including Emma Fitzgerald, who was diagnosed with ovarian cancer in 2020 at the age of 26.

Fitzgerald said she hopes the campaign will help to raise much needed awareness about the deadly disease.

“When I was diagnosed with ovarian cancer, I was in a state of pure shock. I was young and healthy and it’s not something that I ever thought about as a possibility. There’s so little awareness and information out there, I’d never even heard of the illness before I was diagnosed.

“It’s incredibly daunting to be a part of a big campaign like this, however, I know that it’s so important for women like me to be represented in this way. I want to be a part of pushing this conversation forward, however scary that may be,” Fitzgerald said.

Ovarian cancer is Australia’s deadliest female cancer, with a five-year survival rate of just 48%. In comparison, the five-year survival rate for women with breast cancer is 92%.

OCA advocates for women with ovarian cancer, fighting for more awareness, better treatment options and more research funding. The not-for-profit also delivers essential psychosocial services, including the provision of specialist ovarian cancer nurse consultants to support women through diagnosis, treatment and more.

Television presenter, Nicky Buckley, who lost her mother to ovarian cancer in 2005, musician and women’s health advocate Kee’han, wellness influencer, Sarah Davidson (Spoonful of Sarah), and model and OCA supporter Yasith, also join Fitzgerald in the diverse new campaign.

Print execution of the creative

Jane Hill, CEO of Ovarian Cancer Australia, said that buying the teal underwear is an easy way for Australians to support women with ovarian cancer.

“With the Bonds teal undies now available in Coles stores, we are looking to double the funds raised last year with the goal of having twice as many women access a specialist ovarian cancer support nurse,” said Hill.

Emily Small, general manager of brands at Hanes Australia added: “We are proud advocates for Ovarian Cancer Australia and their plight to raise awareness of this devastating disease. From the sale of our teal undie range, we are donating 100% of profits to help fund specialist nursing support and assist with keeping ovarian cancer at the forefront of national attention to encourage women to learn about the risks and symptoms and seek medical advice early,” said Emily Small, General Manager Brands, Hanes Australasia.

The exclusive range of teal undies are available in Hanes brands stores and online from April 19 and in Coles stores from April 20.

OCA is encouraging Aussies to get their hands on a pair of teal undies in time for World Ovarian Cancer Day on Sunday the 8th of May.


Ovarian Cancer Australia
Jane Hill, CEO
Jason Olive, Chief Marketing, Fundraising and Communications Officer
Sarah Michowski, Marketing Manager
Donnette Rushworth, Partnerships Manager
Jacqueline Adams, Digital Marketing Specialist
Emma Schwarer, PR and Communications Officer

Hanes Australasia:
General Manger, Brands: Emily Small
Senior Brand Manager, Portfolio Brands: Caroline Prior

Agency: Special Australia
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
Head of Strategy/ Partner: Rebecca Stambanis
Senior Strategist: Leoni Simon
Creative Directors – Sian Binder, Lea Egan
Art Director – Jess Roberts
Copywriter – Cat Williams
Team Lead – Georgia Newton
Business Manager – Phoebe Peralta
Designer – Bella Plush
Talent Liaison – Emily Stewart
Producer – Alyce Guy
On-Set Producer – Glen McLeod
Production Co-ordinator – Fiona Dunn

Emma Fitzgerald
Nicky Buckley
Sarah Davidson (@spoonfulofsarah)
Yasith Pieris

Photographer – Liane Hurvitz
Videographer – Michael Blau
Hair and Make Up – Yin Minn and Eve Flight
Daylight Studios – Doug MacGregor
Retouching – Visual Thing
Makeup – Janice Wu

Camilla Wallace – Account Director
Tilly Johnstone – Trading Manager
Amy Hallinan – Account Executive
Kailam Dirckze | Media Assistant


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