Ovarian Cancer Australia Calls For True Heroes To Wear ‘Overies’ In Latest Campaign
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
Latest News
Four Barriers To Overcome For Disruptive Innovation
Zoe Aitken (main photo) is the head of consulting at behavioural science and innovation consultancy Inventium and has over 20 years’ experience helping organisations develop customer-centric growth strategies and innovation. In this guest post, Aitken says some of the best ideas come in dark times and, suggests, COVID maybe the excuse you need to instigate […]
Repco Unveils “Bringin’ The Bathurst” Campaign Via Thinkerbell
With its rich heritage in motor racing, The Bathurst 1000 is finally in the hands of a brand that lives and breathes the sport. To celebrate, Repco is Bringin’ the Bathurst to absolutely everything they do. The Bathurst 1000 has always been more than a race. The iconic event at Mount Panorama is a symbol […]
Indie Agency SPEED Strengthens Leadership Team
Having double in size during 2021, SPEED has appointed Kaylene Tunney and Steph Marshall to their leadership team
Gulf Western Oil Launches “Go The Distance” Campaign Via The Monkeys
Not only do The Monkeys have fossil fuel clients, it's got meat clients, too. Still, hasn't impacted its cool cachet.
The Zoo Republic & Sanitarium Change The Game With Their Latest Weet-Bix Prize-Bowl AR Promotion
Sanitarium Australia and The Zoo Republic have teamed up to develop and launch a new and exciting cricket promotion, to be found on Weet-Bix packs across the nation. Building on Weet-Bix’s affiliation with cricket superstars Ellyse Perry and Marnus Labuschagne, the promotion features AR technology to bring the cricket pitch to the breakfast table.
Boomtown Prepares To Welcome 4.7 Million City Citizens To Regional Australia This Summer
B&T loves the regionals in summer. That said, we don't like the sweaty drives & snaking traffic jams to said regionals.
Violet Crumble Caramel Milk Splashes Onto Shelves
Violet Crumble Caramel Milk has arrived and it's a testimony to food technologists & artificial sweetening everywhere.
Post-it Brand And Dig Launch Campaign To Bring Back Collaboration & Creativity
Whenever B&T's having a brainstorm, we reach for the Post-It Notes. Or, the beer coaster, which is typically closer.
Carbon Creative Creates “For All of Us”, An Indigenous Campaign To Address Vaccine Hesitancy
Let's face it, COVID does not discriminate. Unlike warts, cold sores and thrush, which can all be a bit discriminatory.
Independent Agency Indago Digital Adds Four New Clients
Indago Digital has announced four new client wins, as the independent agency continues its growth trajectory. Indago’s new clients are P&N Bank, Oneflare, salary packaging company Smartgroup, and charity Kids Giving Back. The agency will handle a combination of SEO and paid search for each client. Indago’s digital managing director, Gary Nissim (pictured above), said: “The […]
Comedy Troupe The Chaser Rebrand NAB To NOB & Says It’s “Looking Forward To Getting Sued”
The Chaser roasts NAB over 'greenwashing' claims. Which is arguably better than the ACCC's money laundering claims.
Nine Out Of 10 Aussies In Favour Of Laws Mandating Truth In Political Advertising
Nine out of 10 Aussies want truth in political ads. Are far less bothered by truth in breakfast cereal & fast food ads.
“Goosed By A Gobbler!” TV Reporter Hilariously Attacked By Marauding Flock Of Turkeys Live To Air
Reporter attacked by flock of turkeys. Already eyeing sage and apple stuffing and cranberry sauce as delicious revenge.
Virgin Australia Launches New Campaign To Capitalise On Reopening, Via The Precinct
It's been so long even B&T's pining for Virgin's departure delays, overpriced drinks and soggy inflight sandwiches.
Wunderman Thompson Australia Appointed Digital Experience Agency For United Nations Development Program Campaign
Here's another great example of agencies doing good. Although the evil does tend to be the funner pitch to work on.
Sunday TV Wrap: The Block Tops The Charts With 1.1 Million Viewers
Dami Im has the voice of an angel, but she can't cook for shit judging by last night's Celeb MasterChef elimination.
Bastion Research Finds That Victorian’s Optimism Has Rebounded, But Anxiety Is Rising As Victoria Reopens
Study finds Victorians increasingly anxious about reopening. Even more anxious about Dan Andrews' North Face jackets.
Jessica Alba’s & Zac Efron’s Latest Adventure For Dubai Tourism Drops
Zac and Jess' fifth instalment for Dubai Tourism is here! And here's you thinking they were getting samey by the fourth.
DDB Honours Legacy Of First Copy Chief Phyllis Robinson On Her 100th Birthday
Phyllis Robinson was one of the founding employees of Doyle Dane Bernbach back in 1949, the agency’s first copy chief and the first female copy chief in the United States. Robinson was a pioneer, not just for women but for the creative advertising revolution that she helped ignite, changing the face of the industry forever. […]
TBWA\Sydney Promotes Katrina Alvarez-Jarratt To Executive Creative Director
TBWA's Katrina Alvarez-Jarratt's promotion to ECD proves what can be done when not pissing off the client.
Make A Wish Foundation Names Mindshare New Zealand As Media Partner
Mindshare New Zealand has announced its new partnership with Make-A-Wish Foundation, a purpose-driven charity with a mission to create life-changing wishes for children with critical illnesses. The partnership, which is effective immediately, will elevate Make-A-Wish Foundation’s digital marketing strategy in New Zealand. It will aim to increase and nurture donors, drive brand awareness and ultimately […]
Quest Apartment Hotels Unveils New Brand Campaign “As Local As You Like It”
When on business, B&T chooses to stay at Quest. Well, only if the cheaper, dodgier option is already booked out.
Reaching A Consensus On Digital Measurement For The New Era
Is digital measurement the hot topic at your agency? Here at B&T it remains the hottest Love Island contestant.
The Australian Marks 10 Years Digital Subscription Milestone
The Australian is celebrating a decade since it became the first general newspaper in Australia to launch its digital subscription model, marking the beginning of a new economic model for Australian newspapers. Since launching, digital subscriptions have grown to represent a majority of The Australian’s total reach, paid audience and consumer revenue. In 10 years […]
My Muscle Chef Nabs UM’s Liam Loan-Lack For Head Of Marketing
After every weights workout, B&T reaches straight for a My Muscle Chef. So, yeah, we've never actually eaten one.
Arletta Turnbull Joins Strategic Insights Consultancy Nature
Are the lavatories at the Nature offices called 'the call of Nature', one has every right to ask?
PodSpot Studios Expand To Sydney & Gold Coast
PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]
Cricket Australia Unveils Ashes Campaign “It Just Means More” Via Apparent
If this doesn't get you pumped for cricket season then failing to move off the couch for five days definitely will.
Cummins&Partners’ Paul Murphy Announced As Final Speaker For The Trade Desk’s Christmas Strategy Webinar
Mistakenly thinking it's June & you've still got six months to Xmas? Get your head & calendar right with this webinar.
Destination NSW Launches Spectacular “Feel New” Campaign Via Leo Burnett & Havas Media
Destination NSW unveils a stunning new piece of work that sadly doesn't feature Gladys Berejiklian surfing.
