Rethink Breast Cancer is encouraging Canadians to become a “champion of change with a passion for fashion” through its Fashion Targets Breast Cancer corporate challenge and national support campaign.
In an attempt to solicit younger participants, the not-for-profit produced a 60-second viral video and online ads created pro bono by John St., as well as online registration at FashionTargetsFriday.com.
“We hope this campaign is a way for young people to get involved in the cause and to inject a little more meaning into their work and be part of the larger office culture,” said Alison Gordon, vice-president strategy, marketing and communications, Rethink Breast Cancer.
The video, posted on YouTube, is a humorous take on a 1950s work training movie. “Yes, it’s that time of year again,” says the male voiceover. “When Fashion Targets Breast Cancer shirts are on sale in the office, so you should be aware of how to ask for them.”
A boss leaves his office and walks over to his secretary’s desk as she quickly presses the keys of her typewriter. She stops and turns to him. “Say, are those for sale?” the boss asks, referring to the shirt but pointing at the secretary’s chest. Shocked by the question, she stands up and slaps him across the face. After a couple of similar misunderstandings, the voiceover says: “Looks like someone needs a little help. So how do you ask properly?”
The boss sheepishly emerges from his office and says: “I was wondering if I could please purchase a Fashion Targets Breast Cancer shirt, similar to the one you’re wearing, please.” The spot ends with a throw to FashionTargetsFriday.com.
The video was also e-mailed to 18,000 Rethink database members, encouraging them to sign up for the program.
Breast awareness “champions” have until Sept. 15 to register to sell items from the Fashion Targets Breast Cancer collection, which includes a variety of T-shirts, a scarf and a tote bag with the breast cancer awareness target emblem.
The National Post and several Rogers’ publications, including Chatelaine, Flare and Today’s Parent, will also run print ads for free in upcoming issues. The print ads use the same ’50s esthetic and double entendre humour as the TV.
The top-sellers will receive a pink BlackBerry Pearl courtesy of Telus, and be invited to a cocktail party hosted by corporate partner, Schick Quattro for Women.
