Astra Zeneca/Ovarian Cancer Canada

Ovarian Cancer kills more women than any other cancer. Genetics is one of the major indicators. Still, most women don’t know to look into it. We needed to reach women on their terms and on their turf and, if we wanted to help save lives, we needed to make an impact fast.

No ads. Lots of attention.

“The gene collection runway show captured the imagination of the national media.” The Huffington Post

We believed the media would flock to the idea from its inception to its execution. They covered the process of a designer creating a new fashion line with a material he had never worked with before all the way through to the runway show during Toronto’s Fashion Week. In total, the idea garnered 35,989,904 media impressions!