The Garvin Institute of Medical Research’s Fashion Targets Breast Cancer (FTBC) 2015 fundraising campaign has kicked off, with the exclusive t-shirt designed by Karen Walker available to purchase through Australia’s leading online fashion retailer, THE ICONIC.
Supporting this year’s innovative campaign as Ambassadors are digital influencers bloggers Sara Donaldson (Harper & Harley), Eleanor Pendleton (Gritty Pretty) and International Ambassador, George Kotsiopoulos, who is raising awareness for the cause on a global scale.
This year’s ambition for the campaign is to drive the FTBC message further than ever before across digital and social media through its use of Ambassadors, leveraging their circles of influence. Sara, Eleanor and Karen will be appealing to their fans and followers to help spread awareness through social media and sharing. They will all also be encouraging their followers to style the FTBC t-shirt in their own individual way and share it with a selfie – making it the most ‘wearable and sharable’ campaign yet.
Ralph Lauren created FTBC in 1994 in memory of fashion editor Nina Hyde who died of breast cancer. The campaign has a presence in 14 countries around the world and is the fashion industry’s charity brand of choice. In Australia, the campaign has raised more than $2.7 million for breast cancer research, focusing on women under the age of 40 years.
The Garvan Institute is a leading biomedical research institute, pioneering research into some of the major diseases affecting society (e.g. cancer, diabetes, Alzheimer’s and Parkinson’s disease, immunological disorders and osteoporosis) and is home to one of the largest cancer research groups in Australia. By aligning with Garvan, FTBC will be investing funds directly towards pioneering Australian breast cancer research including early on-set breast cancer.
The Fashion Targets Breast Cancer T-shirt designed by Karen Walker will be available for purchase online from Tuesday, September 1 at THE ICONIC: www.theiconic.com.au/FTBC for $50RRP.