ghd continues to walk the walk when it comes to their support of breast cancer foundation, donating $20 from every tool sold from their latest pink collection of limited edition tools and putting real women who have experienced breast cancer front and centre in the narrative.
As part of their Take Control Now campaign, the messaging of which lines the dusty pink tools and asks women to take checking their breasts as seriously as they take styling their hair, these women are ambassadors and advocates. The core messaging has never been more important.
“As a trusted brand that is used by millions of women across the world and with our new campaign ‘give some mirror time to your boobs’, we have a unique and powerful opportunity to connect and communicate with our consumer via our tools,” said Montse Passolas, ghd Global CMO. “Our mission for this new collection is to empower and remind women to take control of their health, while also raising valuable money for charity.”
Eleven women who were diagnosed with breast cancer before the age of 35 gathered for photo shoots, videos and to tell their own unique stories and journeys with these challenges as part of the campaign. Australia’s own Sofi Leota, who was diagnosed two years ago at the age of 23 and has been in remission since early 2018, is an important muse and advocate for the brand.
“It wasn’t until I began all the testing after finding my lump that I realised I was very much at risk. That simply being a woman was the biggest risk factor,” she said. “It definitely never crossed my mind that I was at risk of breast cancer at my age. I wasn’t active in self-checking at all. I had never self examined my breasts once nor did I know how to do it or that it was even a thing. I for sure thought it was just something you worried about when you were much older.”
Through her own blogging and relationship with ghd, Sofi provides important education about the difficulty of her own experiences, such as treatment and hair loss, and how important self-checking truly is. Sadly, only one in two women check their breasts and only 10 per cent of women aged 18 to 35 check regularly. For comparison’s sake, around three quarters of women use heat styling tools every month.
“I cannot encourage self-checking enough,” she confirmed. “I wasn’t actively self-checking, I had accidentally felt my lump just by chance and if I hadn’t my diagnosis and treatment could have been a lot worse and more full on. It’s a simple and quick way to quite literally save your life. We take the time to do things like straighten our hair, do our makeup, take selfies – why not add this into your self care routine as well? It’s so easy to do.”
“The message I take from ghd’s Take Control Now campaign is that we hold the power over our bodies and our lives already and take control now is a reminder to do just that. To use that power and to take control, to be the force in actively protecting your body and your health by knowing your body and self- checking regularly,” she continued.
Sofi’s blog, titled 23 and Breastless, has been a therapeutic outlet for her, but also a unique resource for young women going through similar hardships with breast cancer, for which relatable resources can be so scarce. Her ambassadorship with ghd adds to that legacy and capacity for education.
“I feel very passionately about sharing my story with the world, especially with young women and I especially feel strongly about encouraging women to self check,” Sofi said. “The team at ghd have been so incredible and fun to work with, it truly has been such a wonderful experience. They’re absolute professionals and the work that they do for breast cancer every year is applaudable. It’s an absolute honour to be involved in this particular campaign!”
ghd have raised $19 million globally in their now sixteen years of pink campaigns and partnering with breast cancer charities, showcasing the power of this giant international effort.
“We are incredibly proud of our 16-year partnership with ghd. As NBCF is completely community funded, we rely on the support of our corporate partners to help us achieve our goal of zero deaths from breast cancer by 2030. Breast cancer is the most commonly diagnosed cancer in Australia with 1 in 7 women diagnosed in their lifetime. In addition to this, at least two women under the age of 40 are diagnosed every day and over 900 young women will be diagnosed with breast cancer this year,” said Professor Sarah Hosking, CEO National Breast Cancer Foundation.
“That’s why I’m so proud to support ghd’s Take Control Now campaign which shines a light on breast cancer in young women. We know that research is the only way to change the stats and stop deaths from breast cancer. That’s why our partnership with ghd is paramount in helping to fund world-class research.”
ghd’s pink campaigns continue to legitimately change lives, fund research, elevate the cause and tell genuine stories we all need to here. These eleven muses lead the way with grace and bravery, putting the narrative where it truly belongs.
For more information visit www.ghdhair.com/au