Kylie and Sienna star in Breakthrough Breast Cancer ads
Kylie Minogue, Sienna Miller and Claudia Schiffer are to star in a campaign by Breakthrough Breast Cancer to launch Fashion Targets Breast Cancer 2010.
The campaign, shot by fashion photographer Mario Testino, shows the three celebrities appearing naked, wrapped in a silk sheet with the campaign’s target logo and the strapline “Wear your support”.
It was created by CMW as part of a six-week integrated campaign including outdoor, branded London taxi’s, digital and social media activity, which launches today (29 March).
Media planning was handled by Posterscope on a pro-bono basis.
This year the campaign is being supported by M&S, River Island, Warehouse, Topshop, Coast, Laura Ashley, my-wardrobe.com, Whistles, Superdry and Melissa Odabash.
Fashion targets Breast Cancer began as a t-shirt campaign and there is now a collection of Fashion Targets product lines from leading retailers and designers.
The charity initiative was launched in 1994 by Ralph Lauren.
Breakthrough Breast Cancer hopes to raise £1m through the Fashion Targets Breast Cancer 2010 campaign with 30% of the price of each item going directly to the charity.
