Witchery launches White Shirt Campaign in partnership with OCRF
Australian fashion retailer Witchery and the Ovarian Cancer Research Foundation have collaborated with fashion designer, Michael Lo Sordo, to launch the 14th annual White Shirt Campaign.
The announcement:
Major Australian fashion retailer Witchery and the Ovarian Cancer Research Foundation (OCRF) are honoured to announce the 14th annual White Shirt Campaign in collaboration with esteemed fashion designer, Michael Lo Sordo.
For the second year in the campaign’s history, Witchery has joined forces with one of Australia’s most renowned, and well-respected designers to create the 2022 Witchery White Shirt style.
Designing with longevity in mind, Lo Sordo has mastered the art of creating classic silhouettes with an air of individuality which have been celebrated both locally and internationally.
“I am thrilled to be able to design this year’s White Shirt in collaboration with Witchery. Having admired the campaign for many years, it gives me an immense sense of pride to contribute to an exceptionally worthy cause.
“I hope this White Shirt can provide support and strength to the beautiful women who are effected by, or fighting this disease,” says Michael Lo Sordo.
The 2022 White Shirt pays homage to Lo Sordo’s ability to create lifelong pieces. Simplistic, with a single shirt pocket and curved hem, this year’s white shirt is a timeless staple for every woman and their wardrobe.
“We are pleased to continue our designer collaboration with visionary, Michael Lo Sordo, for this year’s White Shirt Campaign in partnership with the OCRF.
“To date, Witchery has donated over $14.3 million to the OCRF, making this campaign the largest funder of ovarian cancer research in Australia. It is through this campaign that we commit our continued support to assist in finding an early detection test for the women of generations to come,” says Simon Sschofield, Witchery managing director.
Unlike breast and cervical cancers, there is no early detection test for ovarian cancer. The Witchery White Shirt Campaign hinges on the importance of research striving to develop a test that is as readily available and as accessible as a pap smear or mammogram.
The campaign this year features thirteen high profile ambassadors: Allison Langdon, Brittany Hockley, Emma Watkins, Francesca Hung, Hanan Ibrahim, Jesinta Franklin, Julie Bishop, Kylie Gillies, Laura Byrne, Lisa Wilkinson, Maria Thattil, Thelma Plum, and Ovarian Cancer Research Foundation Ambassador Jordan Turner.
In the 2minute spot, the ambassador talent reveals alarming statistics about ovarian cancer, every 8 hours an Australian woman dies from ovarian cancer, and the desperate need for funding to find an early detection test.
Witchery Head of Marketing Jennifer Petropoulos said: “We are so proud of our longstanding partnership with the OCRF. Witchery, via the OCRF, has been single largest funder of ovarian cancer research in Australia, raising over $14.3 million dollars to date. This year, we hope to continue to raise vital funds and awareness for ovarian cancer and for those women who continue to face uncertainty every day.”
Witchery Creative Manager Jennifer Crooks said: “Witchery is a brand that aims to empower women to look and feel confident every day. This campaign really delivers on that promise by featuring empowering Australian women, with the simple message that this White Shirt can really end ovarian cancer.”
For every OCRF White Shirt sold, Witchery will donate 100% of the gross proceeds to the OCRF.
The campaign launched 19 April throughout Australia and New Zealand, running across out-of-home (OOH), social, online video and instore.
Witchery White Shirt Day and World Ovarian Cancer Day is Sunday 8 May 2022, marking the conclusion of this important and key Australian campaign.
Credits:
Client: Witchery
Head of Marketing: Jennifer Petropoulos
Creative Manager: Jennifer Crooks
Marketing & Campaign Manager: Stephanie Hyde
PR, Social & Events Manager: Natalie White
Graphic Designer: Madeleine Roberts
PR Agency: AMPR
Director: John O’Rourke
DOP: Rueben Gates
Stills Photographer: Simon Lekias
Producer: Brooke Smith
Stylist: Sara Smith
Make-Up: Linda Jeffreys
Hair: Lok Lau
Post Production: Capture Lab
Source: AMPR
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topics
Allison Langdon
Brittany Hockley
Emma Watkins
Francesca Hung
Hanan Ibrahim
Jennifer Crooks
Jennifer Petropoulos
Jesinta Franklin
Jordan Turner
Julie Bishop
Kylie Gillies
Laura Byrne
Lisa Wilkinson
Maria Thattil
Michael Lo Sordo
OCRF
Ovarian Cancer Research Foundation
Thelma Plum
Witchery
