BMF and Fashion Targets Breast Cancer asks Australia to “wear your support”

BMF has teamed with the National Breast Cancer Foundation to create their 2010 Fashion Targets Breast Cancer campaign, which aims to encourage young women to purchase black and white fashion items to raise money for breast cancer research.

The print and outdoor campaign is in line with this year’s UK creative, featuring breast cancer survivor Kylie Minogue, posing in nothing but a black and white silk sheet with the charity logo on it. Transformers actress Rachael Taylor and model Emma Balfour have joined Kylie as new Australian ambassadors in a similar style shoot by fashion photographer Troyt Coburn.

BMF and Coburn worked closely with agency DLM to secure the talent for this high gloss fashion shoot. The series also includes a group image of television presenter Zoe Naylor with models Mink Sadowsky and Anneliese Seubert. These women will be joined by fellow FTBC ambassadors, stylist Pip Edwards, presenter Ruby Rose, and fashion designer Collette Dinnigan, to raise awareness throughout the campaign.

Says Sue Murray, CEO National Breast Cancer Foundation: “It’s great tohave the support and talent of industry experts who have connectionsand can make things happen that we could never do alone”.

The black and white themed work asks Australian women to wear theirsupport literally, in purchasing part of FTBC’s new sixteen-piecefashion collection. Retailers Peep Toe, Cue, Metalicus, Seafolly, andGHD have created unique black and white products pledging to donate 25%or more to the FTBC cause. The collection is a first for the charity inAustralia and one they hope will reach a broader audience of women thanever before.

BMF, along with creative and media partners, have all donated theirtime and ad space to this worthy cause pro bono. With more than 14,000cases of breast cancer expected to be diagnosed this year, the concernfor better awareness in young women is growing across the industry.

Says Dylan Taylor, BMF’s executive creative director: “It’s a realhonour to be invited to help raise awareness of such an importantcause. BMF are proud to be involved.”

The FTBC retail collection is available in stores from today, August 2.View the collection on www.fbtc.org.au.

Agency: BMF, Sydney

Client: FTBC