Hanes Australasia, Coles and Ovarian Cancer Australia (OCA) have joined forces on a new campaign, 'Take On Cancer In Your Undies', to raise awareness and funds for ovarian cancer advocacy.
Hanes' brands Bonds, Jockey and Bras N Things are participating in the campaign, which is an evolution of the 'Overies for Ovaries' campaign.
The campaign encourages consumers to purchase a pair of teal underwear from one of the participating brands, which will see 100% of profits donated to the OCA.
The funds will allow the organisation to continue to advocate for people impacted by ovarian cancer, fight for progress and increased awareness, and deliver practical support and counsel to women living with ovarian cancer.
Ovarian cancer is Australia's deadliest female cancer, with a five-year survival rate of just 48%.
In fact, two out of three women haven’t heard of it before diagnosis, and yet four women are told they have ovarian cancer every single day in Australia.
"There needs to be a greater understanding of ovarian cancer and the impact it’s having on women every day in Australia," OCA CEO Jane Hill said.
"There is no early detection test and the symptoms are often very subtle and difficult to diagnose, meaning awareness and advocacy are our most important tools when fighting this disease.
"Our partnership with Hanes and Coles on this important campaign will allow us to raise essential funds, increase awareness and, ultimately, help improve the lives of women living with ovarian cancer," she said.
The 'Take On Cancer In Your Undies' campaign has been rolled out across out-of-home (OOH), radio, print and online channels.
The underwear is available online and in-store at Bonds and Jockey, online at Bras N Things and in-store only at Coles.
The OCA is encouraging consumers to purchase a pair of teal underwear before World Ovarian Cancer Day on Sunday May 8.