Bras by the Stars
In 2004, KDPR with Toowong Village coordinated Bras by the Stars, an initiative to raise money for the then Wesley Hospital Kim Walters Choices Program while engaging the community with a cheeky fashion show and auction of celebrity designed bras.
20 years later Bras by the Stars was back and KDPR was engaged to support its iconic return.
KDPR Solution
KDPR developed a compelling narrative and communications strategy to raise funds for a vital cause while increasing awareness around breast cancer and the Wesley Choices Cancer Support Centre.
Throughout engagement KDPR hunted for industry contacts and developed tailored pitches for local and international celebrities. KDPR secured twelve celebrities who agreed to pull out the glue gun to support a good cause.
KDPR also developed a comprehensive media plan with several angles and strong calls to action to attend the exhibition, bid on the bras and donate to Wesley Choices.
To support the campaign, KDPR also coordinated a photoshoot, editorial and competition in leading Brisbane lifestyle publication, Style Magazine. The competition generated 1,200 applicants to add to Toowong Village’s mailing list.
The month-long auction was kicked off with a highly successful launch attended by the involved celebrities, media, influencers, and prospective bidders.
The Results
Over $6,000 dollars raised for Wesley Choices Cancer Support Centre
Worked closely with Toowong Village to secure Triumph as a key sponsor
Secured 12 celebrities (Kevin and Billy Walters, Trent Dalton, Christian Hull, Alastair McLeod, Lise Carlaw and Sarah Willis, Sarah Harris, Susie O'Neill, Melissa Downes, Kat Feeney and Lady Mayoress, Nina Schrinner)
Coordinated Style Magazine photoshoot, editorial, and competition
1,200 contacts added to Toowong Village's mailing list
Collated media kit of images, videos and media release
Achieved eight media runs, including Nine News, Nova 106.9, and Ten News
Coordinated content capture of Trent Dalton signing his bra
Coordinated content capture of Kevin and Billy Walters donating the raised funds to the Wesley Choices Cancer Support Centre