Addition Elle launches BRAve campaign

By

Jennifer Braun

Published
Jun 1, 2017

Canadian plus size retailer Addition Elle is partnering with Ovarian Cancer Canada to raise funds that will go towards programming, education and research into the disease through a new campaign.
 
As part of the campaign dubbed BRAve, the brand will host BRAve shopping events across Addition Elle stores in Canada as well as through a BRAve campaign on social media.
 

“We are proud to partner with Ovarian Cancer Canada as their values mirror those of Addition Elle where we support and care for the health and well-being of our customers”, said Roslyn Griner, VP of Marketing and Visual Display, Addition Elle, in a news statement.
 
The first BRAve shopping events will take place June 1 to the 6, where customers can purchase 1 bra or panty, get 1 free and make a donation in support of Ovarian Cancer Canada.

Meanwhile, the brand will also run a social campaign that will leverage Ovarian Cancer Canada’s “ladyballs” campaign that will invite customers to capture a selfie with the #ladyballs mirrors in stores and to share their “BRAve” picture on social media. 

To kickoff the campaign, Addition Elle will be hosting an in-store event at the Toronto flagship location on June 1st with model, ovarian cancer advocate and face of the BRAve campaign, Elly Mayday.
 
“As a Canadian brand that champions female empowerment, we are thrilled to collaborate with Addition Elle for The BRAve Event,” said Elisabeth Baugh, CEO of Ovarian Cancer Canada, in a news statement.

“Elly Mayday is bravery personified. Having been diagnosed with ovarian cancer at age 25, and now facing recurrence, she has talked openly about her experience, surgeries and treatments – and here she bares her scars to invite conversation about the disease.”