Ovarian Cancer Australia calls for true heroes to wear ‘Overies’ in latest campaign via 10 feet tall


Ovarian Cancer Australia has joined forces with Australia’s favourite underwear brands – Bonds and Bras N Things –  for a new campaign via 10 feet tall to raise awareness and much-needed funds in order to combat ovarian cancer. Only this time, they’re not selling regular undies – they’re Overies. You wear them over your pants to fight Australia’s deadliest female cancer.


The through-the-line campaign has launched this month and calls for all Australians to buy their Overies in preparation for May 8th, World Ovarian Cancer Day. 100% of profits will go directly to OCA to help save lives and support women living with ovarian cancer. So, be a true hero and grab your pair of Overies while stocks last.

Says Tanya Deans, general manager brands – Hanes Brands Inc. Australasia: “Hanes Brands are passionate about supporting Australian organisations doing great work. The Overies for Ovaries campaign is a positive way of aligning our core products with the important message that OCA is sharing with the community. We are confident that this will be the first of many years of teal undies bringing attention to the ovarian cancer cause and ultimately to help save lives.”

Says Josy Shaw, director of marketing and communications, OCA: “We love the Overies for Ovaries campaign and have been blown away by the support from 10 feet tall, Hanes Brands and their networks to bring it to life. We are hoping that the social element of the campaign will see a number of high-profile influencers wearing their Overies and spreading awareness across Australia, which will be a massive win for OCA. This campaign will also be widely welcomed by our community who often feel underrepresented compared to other cancers. So, show us your Overies Australia.”

Says Stuart Black, executive creative director, 10 feet tall: “We wanted to create a positive campaign that encourages people to support a good cause whilst making a regular purchase, like underwear. We love that the concept turns Aussies into heroes by default, and puts ovaries front and centre, something we are working towards with all of our comms for OCA. Ovarian cancer has a comparably low profile to other female cancers, so joining forces with Hanes Brands will hopefully be the change OCA needs to make an impact on this horrific disease.”

Being a not for profit campaign, the team has relied heavily on sponsorship and donations for all production and media.

Client: Ovarian Cancer Australia
OCA Director of Marketing and Communications: Josy Shaw
OCA Marketing Manager: Laryssa Johnston
OCA Partnerships: Jannelle Jorgensen
Hanes Brands, Head of Brand: Tanya Deans
Bonds: Emily Small & Michelle Taylor
Bras N Things: Natalie Chalmers & Amy Miller

Creative Agency: 10 feet tall
Managing Director: Joseph Meseha
Executive Creative Director: Stuart Black
Creative Director: Tina Funder
Art Director: Matt Toebelmann
Account Service: Rua Werry & Pia Monheit

Photography & film: Hugh Peachey Photography
Post production: Prodigious
Producer: Luisa Peters
Editor: Alexander Stoeckel
Colourist: Julien Chichignoud
Sound: Production Alley

Media Agency: MK Media, OMD, Pacific Magazines and QMS

Ovarian Cancer Australia calls for true heroes to wear ‘Overies’ in latest campaign via 10 feet tall