Fashion Targets Breast Cancer

Annual Campaign & Partnership

Campaign Concept
Photography & Film Production

Fashion Targets Breast Cancer is a wonderful annual campaign run by Breast Cancer Now. With the aim of raising vital funds for breast cancer research and care through fashion, over the last 24 years the charity has partnered with brands and representatives from Ralph Lauren to Topshop, Kate Moss to Kylie to create charity collections and initiatives.

Our brief was to conceive their 2020 campaign to be as powerful and bold as ever, but also sensitive and relevant to those impacted. After years of celebrity faces, the feedback from their audience was that we needed to be a little more ‘in tune’ with communications and creative.

Our creative stripped away any smoke and mirrors, placing real women, in real fashion, shot in real homes, with the simple call-to-action: Wear Something Important. We spent time chatting to the women to gather insight into their journeys and the role of fashion in their lives; being sensitive whilst also celebrating the joys of fashion. From the words spoken in these conversations we wrote the campaign headlines; meaning the women were truly at the heart of the outcome.