Witchery unveils 16th White Shirt campaign via Smile Agency in partnership with The Ovarian Cancer Research Foundation

Major Australian fashion retailer Witchery has today unveiled its 16th annual White Shirt Campaign in support of the Ovarian Cancer Research Foundation (OCRF), featuring a star-studded line up of 40 powerhouse Australian women as ambassadors.

This year’s White Shirt Campaign marks the largest group of influential women supporting the philanthropic fashion cause, with ambassadors across mainstream media and next generation names to know, alongside OCRF ambassadors, researchers and patients. Social media stars Millie Ford and Sammy Robinson, models Onella Muralidharan and Jamie Nguyen, and creator Sage Mellet, join the line-up of new and inspiring ambassadors who have donated their time and platforms to help raise funds for vital ovarian cancer medical research.

Other new and returning ambassadors include Pip Edwards, Nadia Bartel, Rebecca Judd, Julie Bishop, Dami Im, Ellie Cole, Emma Watkins, Magnolia Maymuru, Eleanor Pendleton, Maria Thattil, Jelena Dokic, Melissa Leong and TV Personalities including, Sarah Abo, Brooke Boney, Sylvia Jeffreys and Allison Langdon.

The Witchery White Shirt Campaign has raised over $16 million for the OCRF – Australia’s leading independent funder of ovarian cancer research, since its inception in 2008. This year’s campaign features two new styles – the OCRF Cropped Shirt and the OCRF Oversized Shirt – designed by Witchery’s new head of design, Kirby Hanrahan.

Says Hanrahan: “We’re excited to present two new styles this year: both crafted from a heavy-weight 100% organic cotton poplin fabrication and designed to outlast trends and seasons. The OCRF Cropped Shirt re-imagines the classic white shirt with a relaxed, cropped length, while the OCRF Oversized Shirt brings an effortlessly cool aesthetic with its high-low hem and oversized proportions.”

2024 will also mark an impressive 24-year long partnership between Witchery and the OCRF. Witchery via the OCRF is proud to be the single largest donor to ovarian cancer research in Australia.

Says Robin Plenty, CEO, OCRF: “The White Shirt Campaign in partnership with Witchery provides invaluable hope, awareness, and vital funding to overcome ovarian cancer.

“We are proud to partner with Witchery and this iconic award-winning campaign to shine a spotlight on this disease and the critical research needed to enable better detection, treatment and survival.

“The statistics remain stark: The average survival rate of ovarian cancer is just 49%, highlighting the importance of accelerating medical research. We appreciate the support of everyone who buys a Witchery White Shirt, it helps to raise the profile of this insidious disease, as well as essential funds for research.”

Says Jennifer Petropoulos, head of marketing, Witchery: “Witchery is honoured to have an impact in the fight to end ovarian cancer. We are proud to see this year’s campaign come to life with the support of our biggest ambassador line-up to date, and welcome our next-generation of talent and rising stars to broaden the awareness of our campaign in the social media space. Now in its 16th year, the White Shirt Campaign has raised $16 million for OCRF and throughout this journey we have shared stories, heartbreak and most importantly, hope for those impacted by the disease. Our hope is that everyone, everywhere can live free from the threat of ovarian cancer.”

For every White Shirt sold, 100% of gross proceeds will be donated to the OCRF to fund ovarian cancer research. The 2024 Witchery White Shirt designs will be available to shop online via witchery.com.au and in-store throughout Australia and New Zealand from Tuesday 16 April 2024.

Witchery White Shirt Day and World Ovarian Cancer Day is Wednesday 8 May 2024, marking the conclusion of the campaign.

Proceeds from Witchery White Shirt purchases contribute to invaluable ovarian cancer research projects and medical advancements that aim to save women’s lives.

Client: Witchery
Acting General Manager/Head of Marketing: Jennifer Petropoulos
PR, Media, Social & Events: Jason Stella
Art Direction and Graphic Design: Madeleine Roberts
Marketing & Campaign Manager: Stephanie Hyde
Graphic Design: Caitlin Tainton, Julia Gaeta
Styling Manager: Kate Gaskin
Styling: Bec Spoor and Bella Halil
Copywriter and content editor: Eve Oswald

Creative Agency: Smile Agency
Creative Director: Luke Furniss

PR Agency: AMPR Group

Production:
Motion: Ed Triglone
Motion – Fashion: Jack Birtles
Stills Photographer: Georges Antoni
Producer: Brooke Smith
Make-Up: Linda Jeffreys
Hair: Sophie Roberts
Post Production: Visual Thing