All this month, Libra are aligning their brand with the Ovarian Cancer Research Foundation for Silver September.
This is another great brand partnership for OCRF but also a great brand fit for Libra.
A self proclaimed “leading brand of awesome feminine hygiene products”, Libra’s brand belief is to “live fearlessly, and not let anything stand in your way” and this aligns very nicely with the brand mantra of OCRF; “celebrate life, save lives”.
Libra connect their brand to support the OCRF brand messaging beautifully but also tell the OCRF story in their own brand voice.
“Why? Well, there’s still no early detection test for ovarian cancer. And boy do we need one. An average of three Australian women are diagnosed with this disease every single day. Pap smears don’t detect it, and when it is found it’s often way too late. But you can help, Libra chicks! We’ll be running weekly challenges throughout September all in the name of raising funds for an early detection test. Our aim is $20,000 — and with your help, we can get there.” says Libra on their Facebook page.
The Silver September campaign will run nationally with press and a big focus on social, using the hashtag #silverseptember. To support this campaign you can like and share Libra’s Facebook page. SMS “CHANGE” to 0498 002 002 to make a donation of $5+.
OCRF is also encouraging people to start their own funraising event with thought starters such as ‘girls night in’, ‘silver sparkle dinners’, ‘silver high teas’ or even a ‘silver wedding’.
To find out more about OCRF and Silver September visit www.ocrf.com.au
Since the Libra OCRF partnership began in 2006, Libra has donated and helped to raise over $700,000.
If you’d like to know more about the OCRF brand, click here to see some of brand work.
Michael Hughes
Managing Partner, Strategy