OVARIAN CANCER ACTION | WHAT GIVES LIFE CAN ALSO TAKE IT

TBWA\LONDON

With a low budget we created a bespoke range of knickers, beautifully embroidered with the reproductive system that we all remember from school but with a radical twist. We replaced the ovaries with striking images of bombs, flails, and grenades. When World Ovarian Cancer Day came, influencers such as Cara Delahoyde-Massey and Julia Bradbury posed in our embroidered pants on Instagram. The campaign succeeded in giving women a space to speak up and share their own stories as well as providing a clear path to learn more about the devastating disease via the charities’ website. Alongside this, our striking visuals appeared in the UK. top selling women’s magazine, Best, to further reach women across in the UK.

IMPACT:

In less than 24 hours, 2 million women were reached. Ovarian Cancer Action’s website traffic raised by 2000%, seeing the highest website traffic in the charity’s history. Thousands of women asked to buy the knickers and we saw 93,426 in comments, shares and likes. This got the charity to look into partnering with brands in the future in order to sell the pants, creating more revenue to raise money for research which is vital in their objective of making this a survivable disease.