Sophie Conway & Stuart Diver front Berlei’s Breast Cancer Awareness ads

For Breast Cancer Awareness Month (October), lingerie company Berlei has released a campaign with Breast Cancer Network Australia (BCNA) to encourage greater support for those affected by breast cancer.

Set to Marcia Hines’ disco song ‘You’, the campaign was created by Piglet Studio, its first campaign for Berlei.

The 30-second spot showcases people from across Australia that have been affected by breast cancer, including AFLW player Sophie Conway, Thredbo Landslide survivor Stuart Diver, Olympic Medallist Raelene Boyle and social justice advocate Aunty Pam Pedersen OAM.

BCNA’s CEO Kirsten Pilatti said: “Now more than ever, it’s so important for Australians to show support for one another, and it’s of even more importance for those who are affected by Breast Cancer – whether they’ve been diagnosed, are caring for someone, or have lost a loved one.”

Berlei’s marketing manager, Andrea Michelle, commented: “As a partner of BCNA for over 15 years, our goal for this campaign is to raise awareness of the outstanding services they provide – in particular the BCNA Helpline.”

Piglet Studio creative director, Andrew Henderson, said of the campaign: “We were able to tell these inspiring stories of support from across the country. Like most Australians, each of us behind the scenes had personal stories of breast cancer making this campaign an even greater privilege.”

One of the campaign’s assets

The campaign will launch on 26 September, and will run across TV, print, social, digital, PR, EDMs and point of sale.

Back in 2018, The Monkey’s Berlei campaign showing the impact of sports on breasts received numerous complaints to Ad Standards, leading to it being one of the most complained adverts of that year. The Monkeys still hold Berlei’s creative account but were not involved in this campaign.


Client: Berlei
Division Manager: Holli Michelle
Marketing Manager: Andrea Michelle
Brand Manager: Jade Massaad
Creative Agency: Piglet Studio
Creative Director: Andrew Henderson
Piglet Producer: Brooke Smith
Production Company: Vandal
Director: Tracey Rowe
Producer: Benjamin O’Donnell
Producer: Ciara Hehir
Production Coordinator: Gabrielle Filtz
Editor: Mariah Dunn
Senior Sound Engineer: Nigel Crowley
Online: Kent Smith
Managing Director: Brenden Johnson

Retouching: Capture Lab

Media: OMD and NMPI


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