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Cancer Research

Osbournes and Lowes announced as faces of Fashion Targets Breast Cancer 2013


By Ishbel Macleod, PR and social media consultant

April 22, 2013 | 2 min read

Breakthrough Breast Cancer has announced that Sharon & Kelly Osbourne, along with Pearl & Daisy Lowe, are set to be the faces of the Fashion Targets Breast Cancer 2013 campaign.

Ads for the campaign, which launches today, will appear in digital and 6sheet adverts across the UK for a six-week period, urging supporters to ‘Wear your support’. It was art directed by creative director Adrian Kemsley and overseen by James Woollerton of Posterscope

The campaign raises funds for Breakthrough Breast Cancer through the sales of products from M&S, River Island, Warehouse, Topshop, Debenhams, Coast, Laura Ashley and

A brand new Fashion Targets Breast Cancer website has been created by web agency, Winona which displays the full range of fashion items, all of which fall under the theme of “The British Seasons”.

Kath Abrahams, director of engagement and income generation at Breakthrough Breast Cancer, commented: “Working with Adrian Kemsley and Posterscope this year has ensured we have been able to devise a truly creative campaign which puts the cause firmly back into the heart of Fashion Targets Breast Cancer. The support of two wonderful mother and daughter duos who kindly donated their time to us is invaluable and we’re incredibly grateful to them. Sharon underwent a preventative double mastectomy less than a year ago after discovering she carried the BRCA gene and having her lead the campaign, along with the Lowes, really highlights the importance of our research into breast cancer.

“We’re thrilled to work with such talented and creative people; we have a great partner in Posterscope and we are extremely grateful for the long term support of all of our retail partners who are helping us move leaps and bounds towards a better future for families affected by breast cancer.”

Fashion Targets Breast Cancer was set up in 1994 by Ralph Lauren.

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