Ovarian Cancer Australia (OCA) has joined forces with Bonds and Bras N Things to raise awareness and much-needed funds 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, via creative agency 10 feet tall, launched this month and calls for all Australians to buy their Overies in preparation for May 8th, World Ovarian Cancer Day.

All profits will go directly to OCA to help save lives and support women living with ovarian cancer.

Hanes Brands Inc. Australiasia GM, Brands, Tanya Deans said: “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.”

OCA director of marketing and communications, Josy Shaw said: “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.”

10 feet tall executive creative director, Stuart Black said: “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.”

 

Campaign Credits: 

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