Berlei has overcome the challenges of the pandemic to deliver its annual Breast Cancer Awareness Month campaign, in support of the Breast Cancer Network Australia (BCNA).
Due to COVID lockdowns and restrictions in New South Wales, the production of the campaign video was rescheduled four times over a period of three months.
When filming centrally in Sydney was no longer an option, the campaign and its talent instead pivoted to conducting eight mini-shoots across WA, Victoria, the ACT, NSW and Queensland.
Local videographers, DOPs or self-filming equipment were despatched to each state, with each location being directed live via link by director Tracey Rowe, with real-time video feeds to the creative agency Piglet, Berlei in Sydney and BCNA in Melbourne.
With the challenges worked through, the campaign celebrates the joy and comfort provided by the right support.
Starring in the video are prominent Australians who have been affected by breast cancer, including Olympic Medallist Raelene Boyle AM, MBE, Thredbo Landslide Survivor Stuart Diver, Professional AFLW Player Sophie Conway and Social Justice Advocate Aunty Pam Pedersen OAM (pictured).
To complement the campaign, Berlei has also released a collection of pink bras, where $10 from the sale of each bra will be donated to BCNA.
Berlei marketing manager Andrea Michelle said the business was proud to raise awareness for the BCNA and its services.
"As a partner of BCNA for over 15 years, our goal for this campaign is to raise awareness of the outstanding services they provide – in particular the BCNA Helpline," she said.
BCNA CEO Kirsten Pilatti said that breast cancer impacts a wide network of people.
"Now more than ever, it’s so important for Australians to show support for one another, and it’s of even more importance for those who are affected by breast cancer – whether they’ve been diagnosed, are caring for someone, or have lost a loved one," she said.
Berlei's pink bras will be available to shop on the Berlei website and through department stores Myer, David Jones and Harris Scarfe from September 24.
The campaign will launch on September 26 and run nationally on broadcast television and will be supported by TVC, print, social, digital, PR, EDMs and point of sale.
Berlei has been a partner of BCNA since 2005.