Fashion Targets Breast Cancer 2021

Campaign Concept
Photography & Film Production

This year, we continued the success of the 2020 ‘Wear Something Important’ campaign in partnership with our friends at FTBC and River Island.

We profiled 4 amazing women, all impacted by breast cancer, and worked with them to tell the stories of their experience, in particular within the context of fashion and self-image.

The stories they told were turned into headlines for the campaign, each offering a unique and inspiring perspective.

Alongside the headlines, we captured beautiful natural portraiture of the women wearing the River Island collection. The COVID-19 lockdown ‘challenge’ turned into an amazing remote shoot opportunity, leading us to work with a specialist Fashion & FaceTime photographer (Rosaline Shahnavaz) to capture each woman in the comfort of their homes.

The images were combined with headlines to create an impactful integrated campaign that calls for the audience to WEAR SOMETHING IMPORTANT.

The campaign raised vital funds for Breast Cancer Now, gathered 52 pieces of coverage across national, consumer and regional media (including Metro, Fabulous Daily, Marie Claire and Mail online) and reached 50,000+ people through an organic micro-influencer network.