A night of AFL at iconic sporting venue the Melbourne Cricket Ground will be invaded by thousands of people wearing ponchos in a campaign to raise awareness about breast cancer.
Since 1998, pink silhouettes representing every Australian woman diagnosed with breast cancer have been planted in prominent places around the country, including the lawn in front of Parliament House, Canberra.
This latest event that will bring to life the Field of Women s the brainchild of the Breast Cancer Network of Australia (BCNA) CEO Lyn Swinburne. Around 11,500 poncho wearing people will walk on to the pitch at the MCG before Friday night’s AFL game.
To ensure enough people were involved an advertising campaign was launched with the help of Exit Films producer Hamish McDonald, whose mother was diagnosed with the disease last year.
McDonald spoke to his contacts and got a TVC written, produced and on the doorstep of Channel Nine which had offered free air time.
The copywriter was Andrew Peterson, director was Ben Hodson and Katie Milright was DOP.
Exit Films managing director Henrik Dannerfjord offered whatever resources they needed.
Other friends were recruited to star while companies Panavision, Complete Post, Cinevex, and Kodak also contributed. Local singer Hayley White allowed the BCNA to use her music as the backing track.
