Campaign: Brother’s New Technology Helps Sisters

Campaign: Brother’s New Technology Helps Sisters

The Brother for Sisters campaign sees Brother, along with Sydney-based creative agency The Works, develop the world’s first NFC-fitted tie, capable of accepting monetary donations that go directly to the National Breast Cancer Foundation.

Based on the insight that men want to support women with breast cancer #BrotherforSisters is a week long campaign encouraging Australians to raise money for much needed research by purchasing a pink tie from the Brother Facebook page.

To promote the campaign, Brother developed three pink ‘Tie-Tap’ ties that allow passers-by around the streets of Sydney to quickly tap their credit cards for an automatic $10 donation. The pink Tie-Tap ties have been fitted with a Near Field Communication technology chip that’s connected to a smartphone and programmed to accept the payment and forward it directly to the National Breast Cancer Foundation.

Tie Tap Payment

Kelly Wilson, Senior Marketing Manager at Brother International Australia said the campaign aims to help the National Breast Cancer Foundation reach its goal of zero deaths by 2030:

“We have selected this charity as it holds importance to many of the women that work at Brother. Brothers and men are stakeholders in the journey travelled by many women living with breast cancer. This campaign demonstrates that males play an important role in supporting their loved ones during this illness.”

Paul Swann, Creative Partner at The Works added: “This is a great example of how new technology can take a traditional method of fundraising to the next level, making it simpler than ever before. It is great to see Brother throwing its support behind a fantastic cause.”

Credits:

Client: Brother International

Senior Marketing Manager, Kelly Wilson

Paul Swann, Creative Partner

Mark Harricks, Creative Partner

Julia Dixon, Copywriter

Maricris Llanillo, Art Director

Lisa Mackenzie, Project Manager

Chris Dwyer, Creative Design Lead

Marcus Coblyn, Content Producer

Kadir Gunduz, Technologist

Maria Galang, Production Manager

Angelita Gandakusuma, Print Producer




Please login with linkedin to comment

Chocolate Chip Cookie JCDecaux VML

Latest News

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]