Fashion Targets Breast Cancer (FTBC) has become an international charitable imitative of the Council of Fashion Designers of America and in addition to the United States takes place in the following countries:
THE NATIONAL BREAST CANCER FOUNDATION (NBCF) AND FTBC
The National Breast Cancer Foundation adopted the license for Fashion Targets Breast Cancer (FTBC) in Australia in 1997. The campaign was launched with the first sales of the FTBC t-shirt being sold in 1998. The FTBC t-shirt campaign was first worn by Sarah Murdoch (Sarah O’Hare) who today continues her relationship with the National Breast Cancer Foundation as Patron and advocate for breast cancer research. The National Breast Cancer Foundation is the leading community-funded national body in Australia supporting and promoting research into the prevention and cure of breast cancer. Since the National Breast Cancer Foundation was established in 1994, over $67 million has been awarded to 256 research projects across every state and territory, to improve the health and wellbeing of those affected by breast cancer. Research programs funded by the National Breast Cancer Foundation cover every aspect of breast cancer, from increasing understanding of genetics to improving ways to support women and their families.
The campaigns success in raising money and awareness for breast cancer in young women is largely attributed to one of Australia’s leading magazine publishers Mark Kelly, Group Publisher for News Magazines Australia. Mark Kelly brought the initiative to Australia and has continued to oversee the campaign through its 13 year life span. His dedication to the cause has encouraged the support from many of Australia’s favourite retailers. Over the years the FTBC campaign has grown from a t-shirt range in Target to associations with some of Australia’s most illustrious designers; Akira, Collette Dinnigan, Easton Pearson, and WILLOW.
In 2010 FTBC took a new and vibrant direction, aligning with accessible and well respected fashion brands to allow the general public access to products, events and media. The campaign launched a multi-piece black and white fashion collection from a range of five retailers. The success of a similar FTBC campaign in the UK proved outstanding which is why Australia was quick to adopt the concept. In 2011 the same multi-piece black and white products will be launched from seven of Australia’s leading retailers – Cue, Peeptoe, Seafolly, Metalicus, Seduce, Secrets and Cotton On Body with products being sold from August 1 to December 31. 25% from each black and white purchase will be donated directly to FTBC to develop research projects into breast cancer in young women.
FTBC Australia has raised over $2 million since 1997 for vital breast cancer research in young women solely from the efforts of the FTBC campaign. In 2011 the National Breast Cancer Foundation aims to raise the bar and significantly contribute towards our research goal of zero deaths from breast cancer by 2030.
To see more about FTBC Australia go to http://www.fashiontargetsbreastcancer.org.au/ or like us on Facebook.
All funds raised in Brazil are donated to IBCC-Instituto Brasileiro de Controlo do Cancer (www.ibcc.org.br) and support the detection, treatment of breast cancer patients in Brazil. As a result of FTBC, IBCC has been able to expand its facility and provide services to thousands of Brazilian women. Brazilian designers who have cotributed their designs to the FTBC program in Brazil include: Alexandre Herchcovitch, Fause Haten, Walter Rodrigues, Cavalera, Amir Slama per Rosa Cha, Marcelo Sommer and Lino Villaventura.
In the fall of 2001, Rethink Breast Cancer debuted the world famous Fashion Targets Breast Cancer campaign in Canada and has gone on to raise over 1.7 million in funds for its vital education, research and supportive care programs for young people concerned about or affected by the disease. Launched initially with partners Fashion Magazine and Holt Renfrew, Rethink’s latest partnership with Joe Fresh and Chatelaine and Flare magazines has allowed the innovative charity to reach women nationwide with the important message of breast health portrayed by the target. Canadian celebrities who have added star power to the Canadian campaign over the years include singers, Nelly Furtado, Sarah McLachlan, Anne Murray and Chantal Kreviazuk, and in 2010, international fashion icon Kim Cattrall lent her support to FTBC Canada by posing in the T-shirt for the promotional campaign.
2011 marks the 10th anniversary of Rethink Breast Cancer and Fashion Targets Breast Cancer Canada and, in celebration, Rethink and Joe Fresh launched a 10 Year Anniversary Collection including 10 bulls-eye branded items. Supermodel Patti Hansen (wife of Keith Richards of the Rolling Stones) and her model daughters, Theodora and Alexandra Richards, are the faces of this year’s Canadian campaign. Patti, having battled cancer twice herself, was honoured to be part of this important campaign and happy to donate her time. Click here to find out more about Fashion Targets Breast Cancer Canada and Rethink Breast Cancer or join us on facebook (www.facebook.com/rethinkbreastcancer).
In December 2010, FTBC launched in Colombia in partnership with leading retailer El Exito in December. CFDA Member Esteban Cortazar spearheaded the collaboration and has designed a capsule collection of FTBC T-shirts to celebrate FTBC’s inaugural campaign in the country.
The Colombian born designer, in partnership with retailer El Exito, designed three t-shirts featuring the designer’s interpretation of the iconic FTBC bulls-eye logo. The designs were inspired by his father, the celebrated painter, Valentino Cortazar. All proceeds from the T shirts are benefitting Fundacion Ellen Riegner de Casas, an organization providing treatment, care and financial assistance to low-income breast cancer patients. Breast cancer rates are on the rise in Colombia. According to the World Health Organization, most breast cancer-related deaths in developing countries are attributed to late detection and lack of access by low-income patients to timely, quality medical care.
Fashion Targets Breast Cancer started in 2008, as an extension of the FTBC Greece program.
Fashion Targets Breast Cancer Hellas joined the global trend in June 2001. Today, we are proud to announce that the campaign has superseded our ambitious fundraising endeavour, as it has inaugurated a state of the art Breast Cancer Centre dedicated to the battle against one of the most common female diseases. The Centre is governed by the mandate to provide free breast screening for women between the ages of 45 – 65, as well as thorough assessments based on preventive tests. In 2007, the Centre conducted a total of 7.696 mammograms, and 480 ultrasound exams. 35% of the women were tested for the fist time.
What we perceive as our biggest success is that the campaign, through the immense media coverage and publicity it has enjoyed over the years, helped other breast cancer organizations and health institutions throughout Greece to actively contribute to the breast cancer movement, each through their own resources. Furthermore, the FTBC campaign made a significant difference in media behavior surrounding breast cancer, enhancing awareness and open-mindness – people are no longer afraid to be open about it!
On our campaign spotlight lie a series of events, highlighted by the October key campaigning event held each year, in collaboration with the municipality of Athens, aimed at increasing breast cancer awareness. These events have been backed up by prominent personalities of nearly all professions – politicians, fashion representatives, TV personas, health professionals. International celebrities such as world renowned top model Fernanda Tavares, famous Greek figures such as top-model Vicky Kagia, and Eurovision song contest winner, Helena Paparizou, have also supported our campaign, through their keenness to help the causes of our fight.
The Irish Cancer Society is the national cancer care charity dedicated to eliminating cancer as a major health problem and to improving the lives of those living with cancer. Action Breast Cancer (AB) is a programme of the Irish Cancer Society. ABC is the leading provider of information and support for both diagnosed and undiagnosed women. Its services are free, confidential and accessible and include a national helpline, publications, one-to-one support, breast awareness presentations, and advocacy.
Europa Donna Ireland, The Irish Breast Cancer Campaign, was launched in October 1998 as a patient advocacy group. A voluntary non- profit organization, it is part of a pan European movement against breast cancer. Each country group works autonomously as a national forum with specific sensitivity to national breast cancer issues. Europa Donna Ireland’s main goals are to raise awareness in Ireland regarding breast cancer and to campaign for policy changes to provide the best possible diagnostic and treatment services for all women. The exclusive retailer for FTBC in Ireland is Brown Thomas.
In 2006, Fashion Targets Breast Cancer (FTBC) Portugal was launched during Lisbon Fashion week, with the support of Fernanda Tavares, the Brazilian top-model who had been the face for the FTBC campaign in several other countries, including Brazil, Turkey and Japan. National celebrities such as Fatima Lopes, Astrid Werdnig, Barbara Guimaraes, Mariza and Sofia Carvalho also lent their support to the advertising campaign.
Since the 2006 launch by Laço, a non-profit association working to significantly improve the prevention, early diagnosis and treatment of breast cancer in Portugal, FTBC Portugal has sold over 44,000 t-shirts and has expanded its line to include other FTBC apparel and accessories. As a result, Laco has raised over half a million Euros and counting to fund the fight against breast cancer in Portugal.
Fashion Targets Breast Cancer was launched in the UK by Breakthrough Breast Cancer is 1996, and is now celebrating its 14th anniversary as the UK’s leading charity fashion campaign. Based on the sales of the now famous logo T-shirt and other fundraising activities, the campaign has raised over £10.5m for Breakthrough Breast Cancer!
The success of the campaign is proven not only in the money and awareness raised, but also in its fashion credentials. Designer Amanda Wakeley and fashion journalist Caryn Franklin co-chaired the first Executive Committee in 1996 and have continued to lead the campaign, which now has the support of the entire British fashion industry and is proud to work with 10 British retailers including M&S, River Island, Topshop, Warehouse, Coast, my-wardrobe.com and Superdry.
In order to keep the campaign alive FTBC UK moved away from the traditional target t-shirt campaign and has now evolved into a truly fashionable campaign by working with it’s retail partners to produce limited edition bang on trend fabulous black and white clothing. This move has proved an enormous success and has raised £1.2m in one year.
Breakthrough Breast Cancer is a charity committed to fighting breast cancer through ground breaking research and education programs and has established the UK’s first dedicated breast cancer research centre, in partnership with the Institute of Cancer Research. Breakthrough’s scientific work ultimately aims to eradicate breast cancer by discovering the cause of the disease, finding methods of prevention and developing new treatments, with results being translated as rapidly as possible into practical help for patients.
To see more about FTBC UK go to www.fashiontargetsbreastcancer.org.uk or find us on Facebook and Twitter.