BEST STRATEGIC PARTNERSHIP

Winner

Ovarian Cancer Australia

Ovarian Cancer Australia, Hanes Brands and Coles

Group for Take on Cancer in Your Undies Team

Ovarian Cancer Australia

Hanes Australia

Coles Group

Special Group Creative Agency

OMD Australia

Ovarian Cancer Australia’s (OCA) partnership with Hanes Brands (Hanes) was developed in 2019 from the need to reach a wider yet aligned audience to help raise awareness about ovarian cancer. The ‘Teal Underwear’ campaign included several Hanes brands including Bonds. 100% of the profits from the sales were donated to OCA.

In 2022, both OCA and Hanes desired a campaign refresh and greater diversity mix within the talent. It was important the ovarian cancer community felt represented by this talent, while also ensuring that it was bold and modern in order to retail it. Coles Group joined forces with the Take on Cancer in Your Undies campaign, helping increase distribution via 630 of their stores. They doubled the funds raised from the previous year.

This was coupled with media and creative support, mostly pro bono, from OMD and Special Group Creative Agency. This partnership provides a vital, sustainable income stream to help sustain and grow the OCA support services and provides a national voice and recognition of a disease often overshadowed by other cancers.

Aligning their values of inclusion, the teal underwear was affordable. The partnership elevated ovarian cancer to a level OCA could not have done on its own and helped Hanes demonstrate their commitment to this important women’s health issue and provide staff engagement.