BBDO Dusseldorf, a creative agency, has teamed up with Pink Ribbon Germany and lingerie label LYN in creating a highly impressive campaign which introduces custom-made underwear that defies conventions. The photographer and cultural provocateur in this campaign is RANKIN and it aims to present the “undisguised” female form.
How can you give hope and inspiration to women who have lost one or even both breasts as a result of cancer? By showcasing female role models who will help give them fresh heart.
Accordingly, BBDO Dusseldorf und Pink Ribbon Germany have developed an impressive campaign: Five self-assured women face the camera and display their femininity unashamedly. In custom-made underwear and with no prosthetics.
In this way, the women demonstrate that they have retained their feminine appeal quite naturally in spite of having undergone a mastectomy.
The message of the campaign which has now been launched is as follows: You are complete and you are beautiful just the way you are. Live your femininity, because no one can deprive you of it! This mindset is communicated glowingly by the five women featured by the internationally famed celebrity and fashion photographer RANKIN – in underwear specially created for the campaign by the Swiss designer label LYN Lingerie. In underwear which breaks convention.
As Christina Kempkes of Pink Ribbon Germany explained: “For the majority of women, breasts are a key element in their feminine self-image, especially after treatment for breast cancer. They are associated with beauty and sensuality. For BBDO and ourselves it was therefore very important not to cover up the five women and to emphasize that they are still strong and attractive persons.”
Liselotte Schwenkert, Client Service Director at BBDO Dusseldorf, added: “We were very keen to implement the campaign with these five women who had suffered from breast cancer. The individuality and self-awareness of these women would show that breast cancer can be overcome both physically and mentally.”
“At the heart of each of these pictures is a warrior. The campaign idea was all about pushing boundaries and breaking taboos, but it´s the courage of our subjects that humbles me. I want to thank each of our women for being brave and defiant”, RANKIN added.
Breast cancer is one of the most prevalent cancerous diseases among women. In statistical terms, one woman in eight in Germany develops breast cancer during her lifetime. In Germany alone, this represents approximately 70,000 new cases each year.
Since the 1990s, the “Pink Ribbon” has served as an international symbol of breast cancer awareness. Since 2010, the non-profit communication campaign Pink Ribbon Germany has been promoting greater awareness of the issue of breast cancer in Germany: targeting not only healthy women with a view to early detection but also persons affected and their families, as well as their social environment.