THE CHALLENGE
Every year Western Health holds a BreastWest Fashion Gala to raise funds to care for women dealing with breast cancer. How do we get people to donate more money to women with breast cancer?
STRATEGY
Create a unique piece of jewellery worth wearing. There are a lot of wearables out in the market but we created a fashion accessory that not only looked good but was made from quality sterling silver. We called it ‘Fashion For Care’.
EXECUTION
We created a film and posters to advertise on the night of the Gala and then set up a website so the general public could then purchase the bracelet.