Berlei + BCNA launch new campaign for Breast Cancer Awareness Month via Piglet Studio

Berlei, together with partner Breast Cancer Network Australia (BCNA), will launch a new campaign today to encourage all Australians to support those who are affected by Breast Cancer created by Piglet Studio and produced by Vandal.

The campaign is set to Marcia Hines’s anthemic 70’s disco hit “YOU” and celebrates the joy and comfort provided by the right support. The campaign stars prominent Australians affected by breast cancer, including Olympic Medallist Raelene Boyle AM, MBE, Thredbo Landslide Survivor Stuart Diver, Professional AFLW Player Sophie Conway and Social Justice Advocate Aunty Pam Pedersen OAM.

These BCNA Ambassadors are joined in the campaign by other BCNA members and were filmed in locations across Australia – including The Gabba in Brisbane, Perth, country Victoria, Sydney and Thredbo – while under tight COVID restrictions and during lockdowns.

As a result of the filming challenges brought by COVID, the production of the campaign was rescheduled four times over a period of three months. With various restrictions with filming in NSW, the campaign concept evolved from a Sydney studio set with talent flying in from across the country, to eight individual mini shoots located in the hometowns of each talent – WA, VIC, ACT, NSW & QLD.

In response to the restrictions, local videographers, DOPs or self-filming equipment were despatched to each State, with each location being directed live via link by director Tracey Rowe, with real-time Teams and Zoom feeds to Piglet and Berlei in Sydney and BCNA in Melbourne.

As part of this initiative, Berlei has also released a collection of Pink Bras, where $10 from the sale of each bra will be donated to BCNA. The collection will be available to shop online via Berlei.com.au and leading department stores Myer, David Jones & Harris Scarfe from Friday, 24th September.

The campaign will launch on the 26th of September and run nationally on broadcast television and will be supported by TVC, print, social, digital, PR, EDM’s and point of sale.

Says Tracey Rowe, director: “It was a huge privilege to work with the BCNA ambassadors and members, and tell their personal stories of support, thank you Berlei, BCNA and Piglet. It was crucial to create the right team, with empathetic personalities and skills, and I’m so appreciative of Piglet and Vandal for bringing together the perfect crew. I’m extremely proud of the result and was incredibly moved and inspired by everyone involved in this campaign.”

Says Andrew Henderson, creative director, Piglet Studio: “Through COVID complexity, what we initially thought a production setback turned out to be an incredible gift and what came to life was far greater than originally imagined. Through some clever tech, 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.”

Says Ben O’Donnell, producer, Vandal: “Helping to bring The Berlei x BCNA campaign to life during one of the most difficult periods in recent memory was nevertheless made rewarding thanks to the incredible generosity of spirit from everyone involved. It’s a rare thing to have collaborative synergy at every stage of the production process, but the sheer number of people affected by breast cancer in some way meant an outpouring of kindness from pre- production through to delivery. Engaging in these stories of love and support has been a special and memorable experience.”

Says Kirsten Pilatti, CEO of BCNA: “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.”

Says Andrea Michelle, marketing manager of Berlei: “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.”

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