17 May 1996
The successful American "Fashion Targets Breast Cancer" campaign was an obvious role model for Aurelia. The main thrust of the campaign was identical, though the timing was changed - in the States it co-oincided with New York Fashion Week. On launch day, 22 April, models and celebrities, mostly women, were asked to wear T-shirts bearing the FTBC logo and some - Jennifer Ehle, Jane Horrocks and Bruce Oldfield - appeared at a press call at Marble Arch. An 80-strong group headed by Amanda Wakeley and Caryn Franklin staged a walk down Oxford Street, the celebrities visiting each store supporting the campaign. T-shirts were made available nationwide by major fashion retailers, many of whom provided window space and promotional support.