The Chrissy Bra NSW Cancer Council

Overview

This year, thousands of Australian women will die from treatable breast cancer, simply because they were diagnosed too late.
 
In 2014, our “I Touch Myself Project” remade Chrissy Amphlett’s 1991 hit song into a breast cancer anthem that could inspire women to self-examine.
 
In October 2016, Breast Cancer Awareness Month, we wanted to remind women to self-examine via a new product. We partnered with Berlei, an underwear, shapeware, and hosiery brand, to create The Chrissy Bra: a bra that stands as a daily reminder that self-examination should be part of a women’s daily routine.
 
The bra was made of soft, skin-like fabric, and featured a swing tag that encouraged women to get into the habit of checking their breasts daily, and to visit itouchmyself.org for a customized self-checking demonstration.
 
The range of bras also included a post-surgery mastectomy bra and a T-shirt bra.
 
10,000 bras were created and put up for sale on Berlei’s Australian website, with 100% of all profits going to the Breast Cancer Network Australia.
 
Rock photographer Tony Mott was recruited to shoot the outdoor, digital, and print campaign, which featured photos of 10 Australian rock chicks donning the Chrissy bra.

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