BMF teams up with the National Breast Cancer Foundation for 'add to your wardrobe' campaign

fashion bc.jpgBMF has teamed with the National Breast Cancer Foundation (NBCF) to create the 2011 Fashion Targets Breast Cancer (FTBC) campaign.

The yearʼs ʻadd to your wardrobe and support Fashion Targets Breast Cancer workʼ features, amongst others Jodhi Meares, Erika Heynatz, Gail Elliot, Anneliese Seubert and television presenter Zoe Naylor.
The campaign was photographed by Hugh Stewart and Justin Ridler and styled by Kelvin Harries.

The print, outdoor and website encourages the fashion forward to purchase black and white fashion items to raise money for breast cancer research. These uniquely created pieces can be found at retailers such as Seduce, Secrets, Cotton on Body, Peep Toe, Metalicus, Seafolly and Cue.

A minimum of 25% from all sales will be donated to FTBC.

Says Carole Renouf, CEO of the NBCF:  "The FTBC campaign is specifically aimed to raise awareness and funds for research into breast cancer in young women aged 25 - 40. Having some of Australiaʼs highest profile fashion influencers on board for the campaign goes a long way in driving awareness, but the biggest contribution you can make is by looking for the range in stores from August - you could change a life just by adding to your wardrobe."

BMF along with creative and media partners have all donated their time and ad space to this worthy cause pro bono. With more than 14,000 cases of breast cancer expected to be diagnosed this year, the concern for better awareness in young women is growing across the industry.

Says BMF's executive creative director Dylan Taylor: "The way you support FTBC has an elegant simplicity, thatʼs what we aimed to capture in this yearʼs work."

The FTBC retail collection is available in stores from August 1.

View the collection

Agency: BMF
Production Agency: The Artist Group
Photographer: Hugh Stewart (Group portrait & Group DPS)
Justin Ridler (FTBC ambassadors)
Digital Execution: BMF
Client: FTBC

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