Client
Scope
Date
Witchery
Strategy, Press, Talent, Event Support, Guest List, Content
April
We’re proud to have partnered with Witchery and the Ovarian Cancer Research Foundation for the past eight years on the White Shirt Campaign – an initiative that continues to demonstrate the incredible power of fashion, community and purpose-led storytelling.
Now in its 18th year, the campaign has become one of Australia’s most recognised fashion-led fundraising initiatives, driving both awareness and vital funding for ovarian cancer research.
This year marked a new creative chapter, with Lara Fells of St Agni reimagining the iconic white shirt through three modern silhouettes, fronted by Phoebe Tonkin alongside an inspiring collective of Australian women.
AMPR led the integrated communications rollout across PR, talent, events and amplification, helping bring the campaign’s message of connection, community and progress to life nationally.
Each year, we continue to be humbled by the generosity of the talent, media and broader industry who rally behind this important cause and help amplify the mission of the campaign so powerfully.
Most importantly, 100% of gross proceeds from every White Shirt sold are donated directly to the OCRF, supporting lifesaving research into earlier detection and better treatment options for ovarian cancer.
Event Photography captured by Created By AMPR
