White Shirt Campaign 2011

Mar 28, 2011, 17:00 ET from Witchery

MELBOURNE, Australia, March 28, 2011 /PRNewswire/ -- Today, Witchery has announced the launch of the 2011 White Shirt Campaign, with the aim of raising funds and awareness for the Ovarian Cancer Research Foundation (OCRF).

This year, the White Shirt Campaign has received pledges of support from well-known ambassadors who have generously agreed to donate their time and energy to raise awareness of ovarian cancer. Supermodel Pania Rose, celebrity chef Justin North, Olympic swimming legend Michael Klim and other leading celebrity talents will band together and use their star power to help fight for this worthy cause.

"Everyone at Witchery is passionate about contributing to this worthy cause" says Iain Nairn, Witchery CEO. "As always, we're excited to work with madison magazine as well as in 2011 other OCRF partners and brand ambassadors to build upon the success of previous years. We look forward to ensuring that the 2011 White Shirt Campaign raises the profile of this dreadful disease, but significant vital research funds."

A key part of Witchery's fundraising efforts is the White Shirt collection, a specially crafted capsule collection available in Witchery stores across Australia and New Zealand and online at witchery.com.au. Comprising of three shirts for men and seven shirts and a classic tote bag for women, 100 per cent of the gross proceeds from the sale of the capsule collection will go directly to the OCRF.

Witchery has also produced their signature Silver Gift collection to complement the White Shirt collection, donating five dollars from the sale of each piece directly to the OCRF, making the collection a beautiful gift to share.

Witchery has a proud tradition of working together with the OCRF. Since the inception of the partnership, Witchery has raised over $2 million through the unwavering support of their customers. These funds have enabled the appointment of Witchery fellows Dr. Adam Rainczuk and Dr. Katie Meehan, who are now using state-of-the-art equipment to aid them in their research endeavors.

The CEO of the OCRF, Liz Heliotis says:

"We are extremely proud of our long standing partnership with Witchery and madison magazine. We are thrilled to see the return of the stylish White Shirt Campaign for the third year. This is a great testament to our committed partnerships. Funds raised from the campaign will go directly to advancing vital research into an early detection test for this insidious disease. In Australia alone, one woman dies of ovarian cancer every ten hours due to late diagnosis. An early detection test will help change this devastating statistic."

2011 also marks an extraordinary moment in the history and the work of the OCRF with the launch of the inaugural OCRF White Shirt Day, an annual event that will become synonymous with increasing public awareness of ovarian cancer.  On May 19th 2011, Australians will unite to show their commitment in the fight against this insidious disease. The exclusive limited-edition collection will arrive in Witchery stores and on witchery.com.au from Thursday the 5th of May 2011, with 100 per cent of the gross proceeds going towards the continuation of the life-saving research of the OCRF.


Witchery is Australia's leading fashion brand, delivering style and sophistication in apparel and accessories to create the perfect wardrobe. With a focus on exceptional design and value, Witchery launched as a women's fashion label in the 1980s and introduced Witchery Man in 2009 with it's latest brand extension WitcheryKids launching in 2010. With over 180 stores in Australia, Witchery has also proven its universal appeal, taking its message of style across the globe with stores in New Zealand, Singapore and South Africa.


The Ovarian Cancer Research Foundation (OCRF) was established in May 2000 co-founded by gynecological oncology specialist Associate Professor Thomas Jobling and CEO Liz Heliotis. The OCRF is one of Australia's pre-eminent not-for-profit organisations, committed to furthering research into ovarian cancer, a disease currently not well understood. Advancing research will enable the development of an early detection test and further, will improve treatment methods so that those diagnosed in the later stages of the disease will enjoy a greatly enhanced future.

For more information visit OCRF.com.au

Support the cause through Facebook at www.facebook.com/pages/white-shirt-campaign/198426066847420

For further information, please contact:

Kilee Hughes at The Taboo Group
+61 03 9826 4773
+61 402 536 816

Tam Zimet at The Taboo Group
+61 03 9826 4773
+61 466 986 809

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SOURCE Witchery