One in eight women will develop breast cancer in their lifetime. Bright Pink is Westfield’s National Charity partner bringing breast and ovarian cancer awareness and support to women and their families.
The brief was to create a campaign that promoted the national program of events and activations while inspiring and supporting a wide spectrum of women.
The creative theme was around the notion 'Live Bright', delivering a serious message in a friendly and informative way with a tone that was straightforward and sincere - avoiding commercial tie-ins. For all in-center collateral, one side was used to promote events while the other provided either inspirational or educational storytelling.
Throughout the creative process I was able to ensure that Westfield ran a marketing campaign with exclusively women's health messaging - no direct retailer promotions - producing the program because it was the right thing to do helping to raise awareness and money for Bright Pink.
Creative Director: Peter Donnelly Designer: Lindy Shibata Copywriter: Joyce Pennell Project Manager: Erin Shems Production Artists: Tess Anson & Rachel Hsu