THE CAMPAIGN

Bras have been anything but kind to women. To announce Berlei’s kindest bra yet, we revealed something seldom seen in lingerie advertising – the truth. Starting with TV and online, our message cut through all the category clichés to receive praise and support from women in social channels.

THE CONTROVERSY

It got banned. Facebook’s refusal to promote the launch films sparked fierce protest from women around the country, igniting debate about the double standards for female representation in our media. By treating women with respect and kindness, we sold most of our product and increased both search and website visitation during the campaign period.