Berlei and BCNA launch breast cancer awareness campaign through Piglet Studio


Berlei and her partner Breast Cancer Network Australia (BCNA) have launched a new ‘In support of you’ campaign to encourage all Australians to support those affected by breast cancer.

Created by Piglet Studio and produced by Vandal, the campaign is based on Marcia Hines’ 70s disco hit anthem “YOU” and celebrates the joy and comfort of the right medium.

The ‘In Support Of You’ campaign features prominent Australians living with breast cancer, including Olympic medalist Raelene Boyle AM, MBE, Thredbo Landslide Survivor Stuart Diver, AFLW pro player Sophie Conway and social justice lawyer Aunt Pam Pedersen OAM.

These BCNA Ambassadors are joined in the campaign by other BCNA members and have been filmed at locations across Australia including The Gabba in Brisbane, Perth, Victoria, Sydney and Thredbo.

Due to the filming challenges brought by COVID, the campaign’s production has been rescheduled four times over a three-month period. With various restrictions with filming in NSW, the campaign concept has grown from a Sydney studio with talent from across the country to eight individual mini-shoots located in each talent’s hometowns – WA, VIC, ACT , NSW and QLD.

In response to the restrictions, local videographers, DOPs or self-filming materials were sent to every state, with each location being led live via a link by director Tracey Rowe, with real-time crews and feeds. Zoom to Porcinet and Berlei in Sydney and BCNA in Melbourne.

As part of this initiative, Berlei has also released a collection of pink bras, where $ 10 from the sale of each bra will be donated to BCNA.

Tracey Rowe, Director, said: “It has been a tremendous privilege to work with BCNA Ambassadors and Members and share their personal stories of support, thank you Berlei, BCNA and Piglet.

“It was crucial to create the right team, with empathetic personalities and skills, and I really appreciate Porcinet and Vandal for putting together the perfect crew. I am extremely proud of the result and I was incredibly moved and inspired by everyone involved in this campaign.

Piglet Studio, Creative Director Andrew Henderson said: “Thanks to the complexity of COVID, what we initially thought was a production setback turned out to be an incredible gift and what came to life was far greater than ‘we hadn’t originally imagined it. Using smart technology, we were able to tell these inspiring stories of support across the country. Like most Australians, each of us behind the scenes had personal stories of breast cancer, making this campaign an even greater privilege. “

Vandal, Producer, Ben O’Donnell, said: “Helping bring the Berlei x BCNA campaign to life during one of the most difficult times in recent history has nonetheless been made gratifying through the incredible generosity of minds of everyone involved.

“It’s a rare thing to have collaborative synergy at every step of the production process, but the sheer number of people affected by breast cancer has kind of meant a surge of cuteness from pre-production to delivery. . It was a special and memorable experience to be involved in these stories of love and support.

BCNA CEO Kirsten Pilatti said: “Now more than ever, it is so important that Australians support each other, and it is even more important for those affected by breast cancer. . Whether they’ve been diagnosed, caring for someone, or lost a loved one.

Andrea Michelle, Berlei Marketing Manager, said: “As a partner of BCNA for over 15 years, our goal for this campaign is to raise awareness of the exceptional services they provide, in particular the BCNA Hotline.

The campaign will launch on September 26 and broadcast nationwide on TV and will be supported by TVC, print, social, digital, PR, edms and point of sale.

Client: Berlei
Head of Division: Holli Michelle
Marketing manager: Andrea Michelle
Brand manager: Jade Massaad
Creative agency: Piglet Studio
Creative Director: Andrew Henderson
Piglet producer: Brooke Smith
Production company: Vandal Director: Tracey Rowe
Producer: Benjamin O’Donnell Producer: Ciara Hehir
Production coordinator: Gabrielle Filtz Editing: Mariah Dunn
Senior Sound Engineer: Nigel Crowley Online: Kent Smith
Managing Director: Brenden Johnson

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