Marketforce launches playful ‘Western AustraliBra’ campaign for Purple Bra Day

Breast Cancer Care WA’s flagship fundraiser, IGA Purple Bra Day, returns this September with a new campaign designed to spark conversation and drive engagement across the state. Developed by Marketforce and OMD, the campaign brings a fresh, cheeky twist to one of WA’s most beloved fundraising events.

Titled “Western AustraliBra”, the 2025 campaign reimagines iconic WA place names with a playful bra-themed spin, think “Dunsbra,” “Parabradoo,” and “Bramer Bay.” These rebranded locations feature across radio, social media, and in-store activations, creating a state-wide call to action that’s impossible to ignore.

The campaign’s goal is clear: rally communities to organise their own fundraising events and donate to support the 1 in 7 Australian women affected by breast cancer. And with all donations up to $125,000 matched dollar for dollar until September 17, the impact is doubled.

Jacquie Spiller, General Manager – Fundraising & Marketing at Brest Cancer Care WA, said: “This year’s ‘Western AustraliBra’ IGA Purple Bra Day campaign marks a special milestone as we celebrate 25 years of Breast Cancer Care WA. As our largest campaign to date, it highlights the stories of families we support across our expansive state.

“The response and generosity from the WA community has been nothing short of extraordinary. We are grateful to Marketforce and OMD WA for their creative vision and partnership in bringing this campaign to life.”

Craig Sadler, General Manager at Marketforce, said: “We wanted to create something that would cut through, spark conversation, and feel uniquely Western Australian. ‘Western AustraliBra’ is bold, cheeky, and deeply local, just like the communities it’s designed to mobilise. It’s a privilege to help Breast Cancer Care WA bring this campaign to life.”

The campaign is now live across digital, radio, and retail channels, with creative assets developed by Marketforce in collaboration with Breast Cancer Care WA, and media strategy executed by OMD.

Credits
Client: Breast Cancer Care WA
Jacquie Spiller – General Manager Fundraising & Marketing
Jessie Hicks – Brand and Communications Executive | Reflect RAP Chair
Peta Evans – Events Coordinator
Terri Wright – Marketing Campaign Manager
Campaign Ambassador: Naseem Taheri-Lee (pictured)
Creative Agency: Marketforce
Art Director/Copywriter: Andrew Rooke
Animators: Andrew Rooke & Ben Mills
General Manager: Craig Sadler
Client Service Executive: Riek Makuach
Media Agency: OMD WA
Sound Studio: Soundbyte