Kylie Minogue, Sienna Miller and Claudia Schiffer support Fashion Targets Breast Cancer 2010

Kylie Minogue, Sienna Miller and Claudia Schiffer have today been unveiled in a series of sensational new images, shot by world renowned photographer Mario Testino, to launch Fashion Targets Breast Cancer 2010 (FTBC) - the groundbreaking fundraising campaign from UK charity Breakthrough Breast Cancer.

Each of the stunning images depicts the famous ambassadors appearing naked, wrapped in a striking silk sheet emblazoned with the iconic ‘target’ logo, including the strapline ‘Wear your support’.

The creative was devised by CMW as part of a fully integrated advertising campaign to launch FTBC 2010, with images featuring in digital and 6sheet adverts for a six week period from Monday March 29th. The advertising, secured by Posterscope, is to the value of several £million and has been donated free of charge for the charity.

Fashion Targets Breast Cancer was established in 1994 by Ralph Lauren after his friend and Fashion Editor of the Washington Post, Nina Hyde died of breast cancer, and was the fashion industry’s response to the devastating impact of the disease. Since the launch of FTBC in the UK in 1996, it has raised over £10.5 million for Breakthrough Breast Cancer’s groundbreaking research, campaigning and education work.

Since its inception as a T-shirt campaign, FTBC has successfully evolved into a collection of Fashion Targets product lines from leading retailers and designers.

CMW has developed a campaign microsite which displays the full range of black and white fashion items to showcase the 2010 collection. This year’s supporting retailers include: M&S, River Island, Warehouse, Topshop, Coast, Laura Ashley,, Whistles, Superdry and Melissa Odebash. All the items will be available to buy from 29th March 2010, both in-store and online with no less than 30% of the price of each item going directly to Breakthrough Breast Cancer.

Exclusive online content including; behind the scenes images from the photo shoot, quotes from the ‘faces’ and photographer, as well as expert advice from retail contributors, will be posted on the microsite, Twitter and Facebook to sustain support throughout the duration of the campaign.

FTBC branded taxis have also been secured and will be positioned outside key London Underground stations, as well as newspaper and magazine HQs to drive awareness of the campaign from launch day onwards.

Capitalising on the success of previous year’s campaigns, FTBC 2010 aims to raise over £1million for Breakthrough Breast Cancer.

Chris Askew, Director of Fundraising at Breakthrough Breast Cancer commented, “CMW has proven to be a truly creative and inspirational partner in helping us devise a campaign which will capture the hearts and imagination of the UK public. FTBC 2010 is the most innovative and engaging campaign we have ever developed, and we are immensely proud of what we have produced with CMW, Posterscope and all of our supporting retailers. This fantastic combined energy and enthusiasm will help us raise the vital funds we need to continue Breakthrough Breaks Cancer’s life-saving work.”

CMW’s MD, Martin Nieri commented, "It’s not every day that an agency can combine its desire to do outstanding work with a similar desire to help a powerful and inspirational cause make a true difference in the world. Having witnessed at first hand the great work Breakthrough performs in the area of breast cancer prevention, we feel truly honoured to be part of this year's campaign."

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eltku's picture
Activity Score 6

Celebrities have a unique way of capturing an audience’s attention. Cause campaigns have proven to be more effective when celebrities are involved. The simplicity of the photos in this campaign and the celebrities involved make it effective. The natural beauty of Kylie Minogue, Claudia Schiffer and Sienna Miller is highlighted with the black and white coloring and the use of the silk sheet. These images have the ability to capture an audience. They also give Breakthrough Breast Cancer the energy necessary to raise vital funds and gain support.

eaeby5's picture
Activity Score 6

This cause marketing campaign shows real women with natural beauty. All three of these women are known for the fashion sense and the decision to show them nude with just a large sheet depicting the Target logo emphasizes the dire need to focus on breast cancer. The black and white photos are compelling and are a wonderful visual element to draw in the reader. Even more exciting is their decision to incorporate social media into their campaign; using Facebook, twitter and other media outlets will be a vital aspect in getting the public to support this campaign.

Johonson's picture
Activity Score 2


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