Renowned hair tools brand ghd has been recognised for its continued commitment to raising funds and awareness in the fight against breast cancer, being named as a finalist in the Advocacy category of the Health and Medical Research Awards, hosted by Research Australia.
The brand’s famous annual Pink campaigns have had a significant impact for the cause, raising over US$22m for breast cancer charities globally in their long and storied partnerships with breast cancer charities, including $4.5m for the National Breast Cancer Foundation in Australia. More recently, their campaigns have focused on empowering women to “take control now” and self-check their breasts, through marketing and social media material and this tagline emblazoned on the pink tools themselves. This communicates and spreads this important message to ghd’s core market of mostly young women who may not be aware of their breast cancer risk.
“Our mission is to empower women, and giving them the confidence to take action for breast checks is an important part of that,” said Ludovic Dellazzeri, ghd’s Managing Director Australia and New Zealand. “Speaking to our large community of younger women, we encourage them to take control now of their own health and their own destiny by self-checking, because that’s the best way to catch breast cancer early and ultimately have better health outcomes.”
Research Australia has been considered the national peak body for Australian health and medical research for 22 years. The Advocacy Award, sponsored by AbbVie, recognises exceptional contributions by an individual or team who has supported Australian communities through championing and raising awareness about the importance of health and medical research.
“ghd has reached into the daily routine of young Australian women, reminding them of the importance of breast checks when they pick up a hair straightener with the ‘Take Control Now’ message, or flick through the ghd social channels for hair tips,” said Research Australia CEO Nadia Levin. “This campaign connects with audiences who might tune out from more traditional health advocacy, sharing important body positivity messages with vital health education. We congratulate ghd for its ingenuity in its long-term commitment to breast cancer awareness and research, and are excited to be recognising this in our 2022 Awards.”
Winners will be announced at the 19th Health and Medical Research Awards in Melbourne on December 8.
For more information visit www.ghdhair.com/au
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