TBWA\London and Ovarian Cancer Action show the enduring marketing power of a stunt

Ovarian Cancer Action has turned to influencers to urge women to learn more about the danger of Ovarian Cancer.

Nicola Kemp

Editorial Director Creativebrief


One woman dies in the UK every two hours from Ovarian Cancer. This is the powerful message behind the charity’s drive this weekend to get celebrity influencers to pose in their pants for all the right reasons. 

The influencers posed in specially designed pants this weekend to highlight the danger of ovarian cancer. The underwear features embroideries of the female reproductive system overlaid with striking images of bombs and grenades, juxtaposing the power that ovaries possess as being both life-giving and potentially deadly.   

Using the hashtag #poseinmypants the idea for the campaign is to highlight that whilst ovaries can give life, they can also potentially take it away if affected by cancer. The stunt, which was timed to raise awareness on World Ovarian Cancer Day this Saturday (8th May), included influencers such as  Love Island’s Cara Delahoyde-Massey, Celebs Go Dating’s Anna Williamson, Georgina Horne, Emily Clarkson and TV presenter and model Lisa Snowdon.

The social media campaign will direct people to Ovarian Cancer Action to read more about how the charity is funding research and how individuals can get involved. The campaign comes in the midst of a crisis in women's health, with the Coronavirus pandemic leading many women across the globe to put off visiting doctors to address potentially life-threatening illnesses. 

Cary Wakefield, Chief Executive of Ovarian Cancer Action, explained: “Survival rates for ovarian cancer belong in the past. This World Ovarian Cancer Day we need your help to expose this disease and to fund the breakthroughs that will stop it taking the life of one woman every two hours here in the UK.” 

Andy Jex, Chief Creative Officer TBWA\London, added: “A beautiful yet fragile balance lies at the heart of this work. The ovaries bring life into this world but at the same time when affected by cancer they take lives away. And with devastating effect - 1 life every 2 hours. Until the day no one dies from ovarian cancer, awareness is key. Doing so in a striking, relevant and impactful way is the least we can do.” 

The campaign was created by Gemina Gil Flores and Jemma Burgess with illustration by Mathilde Wagner.


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