Play Out Underwear Taps Breast Cancer Survivors for Its Latest Advertisement
Meghan Young — May 27, 2015 — Marketing
References: playout-underwear & designtaxi
The Play Out Underwear campaign takes an uplifting turn to set itself apart from similar brands. It features three LGBT breast cancer survivors -- Emily Jensen, Jodi Jaecks and Melanie Testa -- in an effort to confront common perceptions about what's considered beautiful, sexy and feminine. All three of the women had their breasts removed, but opted not to undergo breast reconstruction surgery.
A collaboration with FlatTopper Pride, an online breast cancer support group catered to LGBTQ individuals, the Play Out Underwear campaign associates social good intentions with the brand. In addition to documenting these women's decisions, the underwear campaign hopes to encourage other women to open up about their own experiences. Consumers will appreciate the genuine support from this brand.
A collaboration with FlatTopper Pride, an online breast cancer support group catered to LGBTQ individuals, the Play Out Underwear campaign associates social good intentions with the brand. In addition to documenting these women's decisions, the underwear campaign hopes to encourage other women to open up about their own experiences. Consumers will appreciate the genuine support from this brand.
Trend Themes
1. Body Positivity Underwear - Incorporating diverse body types and experiences into advertising and marketing campaigns as a way to promote body positivity and inclusivity.
2. Collaborative Cause Marketing - Partnering with advocacy groups and nonprofits to promote social good in advertising and marketing campaigns, creating a greater sense of community and empathy with consumers.
3. Empowering Survivor Stories - Highlighting and amplifying individuals' stories of survival and resilience in marketing campaigns as a way to connect with audiences and promote social good initiatives.
Industry Implications
1. Fashion and Apparel - Opportunities for brands to create more inclusive and empowering clothing lines and marketing campaigns.
2. Nonprofit and Advocacy Groups - Opportunities for collaborations with brands to promote social good initiatives through shared advocacy efforts and marketing campaigns.
3. Health and Wellness - Opportunities for brands to create more holistic and inclusive messaging around health and wellness, including the stories and experiences of individuals affected by health issues.
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