Savage X Fenty's Latest Campaign Spotlights Breast Cancer Survivors
Ellen Smith — October 20, 2020 — Social Good
Savage X Fenty's latest campaign spotlights breast cancer survivors, while raising money for Breast Cancer Awareness Month. The Rihanna-led brand has become known for championing the body positivity movement, embracing and empowering all body types in ads, campaigns, and fashion shows.
This campaign is no different, and puts the spotlight on Black breast cancer survivors, who are often underrepresented in the medical community. The lingerie ads tapped three survivors of the disease, who were all diagnosed with aggressive forms. The women, referred to as Cayatanita, Ericka and Nykia, all share their own inspiring stories while sporting lingerie from the brand.
For the month of October, the brand will donate $250,000 USD in sales to supporting charities.
Image Credit: Savage X Fenty
This campaign is no different, and puts the spotlight on Black breast cancer survivors, who are often underrepresented in the medical community. The lingerie ads tapped three survivors of the disease, who were all diagnosed with aggressive forms. The women, referred to as Cayatanita, Ericka and Nykia, all share their own inspiring stories while sporting lingerie from the brand.
For the month of October, the brand will donate $250,000 USD in sales to supporting charities.
Image Credit: Savage X Fenty
Trend Themes
1. Body Positivity Lingerie Ads - The trend of using lingerie ads to promote body positivity can be disruptive by including more diverse models and promoting self-love.
2. Brands Supporting Breast Cancer Awareness - The trend of brands supporting Breast Cancer Awareness Month can be disruptive by using their platform to raise funds and awareness for the disease.
3. Representation of Underrepresented Communities in Ads - The trend of representing underrepresented communities, such as Black breast cancer survivors, in ads can be disruptive by promoting inclusivity and raising awareness of their struggles.
Industry Implications
1. Lingerie - The lingerie industry can capitalize on the trend of body positivity by embracing diverse models, promoting self-love, and showcasing how their products can fit all body types.
2. Charitable Organizations - The charitable industry can capitalize on the trend of brands supporting Breast Cancer Awareness Month by partnering with them to raise funds and awareness for the disease.
3. Advertising - The advertising industry can capitalize on the trend of representing underrepresented communities in ads by encouraging diversity and inclusivity in casting and messaging.
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