Womenswear retailer Sussan launched its first Pyjama Project campaign at the beginning of October.
The campaign features a collection of sleepwear, designed by breast cancer survivor Lisa Sewards, with proceeds going to the Breast Cancer Network Australia (BCNA).
The campaign is resonating with the business' customers on social media, with the nine Instagram posts relating to the initiative clocking up 1,583 likes (on five still posts) and 17,568 views so far (on four video posts).
Sussan Group Retail CEO Rebecca Hard details why the campaign is key for the retailer.
Why is the Pyjama Project important to Sussan?
For over 15 years now, Sussan has been a proud sponsor of Breast Cancer Network Australia (BCNA).
BCNA works to ensure Australians affected by breast cancer receive the very best care, treatment and support.
The relationship between Sussan and BCNA that has developed over many years, so we have been able to support meaningful projects that make a difference to women’s lives.
Breast cancer awareness is even more critically important during the coronavirus pandemic, as many people are not prioritising some of the initial screening for their own health.
The support that Australians receive from BCNA is so important to their journey and with our long standing partnership, the Sussan team has been able to work very closely with BCNA across the Pyjama Project 2020 initiative.
I’m incredibly proud that we’ve launched the Pyjama Project this breast cancer awareness month with a beautiful range of unique sleepwear pieces, designed by artist and breast cancer survivor Lisa Sewards.
We love the original and unique illustration she has produced for us in our first year of the project’s collection. It’s been a wonderful collaboration we’re all proud of.
How will the project be communicated?
We’re so excited that October 2020 is the first year of The Pyjama Project.
The breast cancer survivors and their families featured in the campaign are amazing sources of inspiration to all of us. We’re so privileged to have captured their stories.
There has been a really positive response across our social media channels to the way in which these women have been brave enough to share their experiences.
Giving our customers a way that they can feel a sense of connection and contribute to the cause, while also receiving a unique sleepwear piece feels incredibly special.
Breast cancer affects 1 in 7 Australian women, so we know that it is a cause close to home for many of our Sussan community.
We’re hoping our customer really connects with the initiative and that she is also uplifted by a the original design, the quality product and the cause to donate a portion of sales to BCNA.
We have had BCNA product for many years now with beautifully illustrated gifting and sleepwear pieces by Meredith Gaston.
Our customers know and look forward to Meredith’s different range of products every October and we have always had very high demand for them.
We will continue The Pyjama Project collaboration each October as we love the idea of featuring a range of different designs each year.
How much does Sussan hope to raise in 2020?
From our Pyjama Project range, $30 will be donated from the sale of each print pyjama set and $20 from the sale of each tank and boxer set.
$5 from the sale of every one of Meredith’s cotton tote, scarf and fridge notepad will also be donated directly to BCNA.
Through the Pyjama Project, we hope to continue to raise more funds and strengthen our relationship with BCNA for years to come.