The Big Bra Auction

How do you generate awareness for a local breast cancer charity and help them raise lots of money? How do you create a buzz and get everyone talking – spreading the fundraising net wider than your regular audiences? These were the challenges facing the JCC when it wanted to organise a fundraising event to support local Hampstead charity Cancerkin, which is based in the Royal Free Hospital. The Big Bra Auction was a simple idea. Triumph donated over 60 plain white bras (willingly) and then a number of celebrities were approached and asked to customise the

underwear so that it could then be sold online for charity – raising money for both Cancerkin and The JCC. The results were simply amazing. Over 40 celebrities including Dannii Minogue and Tabitha (Project D), Isla Fisher, Julia Bradbury, Dame Judi Dench and Rachel Stevens and fashion designers including Sara Berman, Lola Rose, Solange Azagury Partridge and Nerida Fraiman embraced the project and created some stunning bras that were works of art. Working with PR professionals meant that The Big Bra Auction was covered

extensively in the press There were an incredible 300+ stories in publications including the BBC online, The Independent on Sunday, Marie Claire and Cosmopolitan online and the Jewish and local press. The Big Bra Auction raised a considerable amount of money for the charities, raised their profile and was a creative and enjoyable project to be involved with. A success all round.

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