Australia’s best fashion designers have redesigned the white lab coat to raise awareness of breast cancer trials, and their life saving work.
Breast Cancer Trials has launched the Her Lab Coat campaign in collaboration with creative agency Present Company and Rocket Comms PR. Inspired by the female researchers at Breast Cancer Trials, the designer lab coats aim to raise awareness of the organisation and their 40+ years of life-saving clinical trials research.
The campaign is led by some of Australia’s best fashion designers – Lover, Lee Mathews, Effie Kats and Anna Quan to name a few. A number of influential women also collaborated on designs with up and coming designers, with Gretel Killeen and Chyka Keebaugh helping designers Erin Forwood and Benjamin Garg. A total of eight designers donated their lab coat designs to the campaign, with many keen to shine light on breast cancer and our need for a cure. The lab coats are being auctioned off from 30th October via the Her Lab Coats site, with all proceeds going back to Breast Cancer Trials’ invaluable clinical trials research.
The goal of Breast Cancer Trials is to save women’s lives from breast cancer today, tomorrow and forever. As world-leaders in breast cancer research, they’ve been working tirelessly to improve treatments for women affected by the disease.
Says Dr. Soozy Smith, CEO, Breast Cancer Trials: “For more than 40 years, our researchers have been saving the lives of people diagnosed with breast cancer through clinical trials research. With almost 800 researchers across Australia and New Zealand, we are inspired by their commitment and determination to find better treatments and prevention strategies for their patients.”
Says Anna Fitzgerald, communications manager: “We were looking for a unique way to promote the research of Breast Cancer Trials on social media, which not only highlights our point of difference as a breast cancer research organisation but would be eye catching as well. With the expertise of Present Company and Rocket Comms PR, who have delivered a fun and engaging concept, we’re looking forward to the challenge of raising the profile of Breast Cancer Trials and the importance of clinical trials research. More than 19,500 people will be diagnosed with breast cancer this year and we want to make sure that every person affected has a treatment that is right for them. Her Lab Coats highlights the important work of our researchers and will help us continue this research, as well as create greater awareness to new audiences.”
Says Fiona Hetherington, account director, Present Company: “By intersecting science with fashion, the Her Lab Coat concept has led to a unique campaign that celebrates the impactful work of Breast Cancer Trials.”
Says Adam Frazer, creative director, Present Company: “The response we received from so many Australian designers was overwhelming. We know this is a cause that means a lot to so many, but the quantity and quality of coats designed for the campaign truly shows the impact Breast Cancer Trials are having.”
Client: Breast Cancer Trials
CEO: Dr. Soozy Smith
Communications Manager: Anna Fitzgerald
Digital Content Coordinator: Annabelle Regan
Creative Agency: Present Company
Creative Director: Adam Frazer
Art Director: Analise Burwood
Copywriter: Romy Smith
Designer: Matt Wilson
Senior Digital Designer: Raz Djamaludin
Group Account Director: Hugh Fletcher
Account Director: Fiona Hetherington
Social Media Manager: Josh Britt
Photographer: Matt Wilson
PR Agency: Rocket Comms PR