Bullseye

Fashion spreads breast kept secret
17 May 1996
PR Week

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.