Support the girls in style.
We developed an integrated campaign with bras (a symbol of support) as the centerpiece. But they weren’t your average bras. We engaged well-known Irish personalities to glam them up into showstopping creations that we featured in the Marks & Spencer flagship store window on the busiest retail street in Ireland. Key messages accompanied the display, driving traffic to the Marie Keating Foundation website, which linked to breast cancer and breast self-check information.
To reach people beyond the streets, bra creators encouraged Facebook and Instagram users to share their own bra masterpieces with #GlamUpYourBra, while press coverage, opinion articles and interviews — one with a breast cancer survivor — filled in the gaps.