The Story So Far:
Witchery is proud of developing a 14-year partnership with the OCRF. Through our White Shirt Campaign and silver gift collection, funds raised have enabled the OCRF to appoint three full-time research scientists as well as buying vital medical equipment. More broadly, our campaign has proved instrumental in raising awareness for ovarian cancer, adding and prospering funds for vital research. Its success is based on the simplicity of the message: 100% of proceeds from the sale of each white shirt go directly to the OCRF.Begin
2000 - 2006
Witchery joins forces with the
Ovarian Cancer Research Foundation
Our partnership with the OCRF begins! Witchery starts raising funds through the sale of silver ribbons, the Exposure lipgloss and Exposure book, enabling the OCRF to purchase research equipment vital for discovering an early detection test for ovarian cancer.
1. One woman dies every 10 hours from ovarian cancer.
2. There is no early detection test for ovarian cancer and no cure.
3. Most women diagnosed with ovarian cancer are already in the advanced stages of the disease as a result of late diagnosis.
4. Without one healthy ovary, a child cannot be born.
2000 - 2006
Campaign delivers vital
resources to help ongoing research
Funds raised to date enable the purchase of an Axon Microarray Reader, a vital piece of equipment to advance the Foundation's research into developing an early detection test for ovarian cancer. The first OCRF Witchery Research Fellow is appointed later this year.
The team dedicated to finding an early detection test
The Ovarian Cancer Foundation’s mission is to develop an early detection test that ultimately becomes as readily available and habitual as a pap smear.
• Most women are diagnosed with ovarian cancer at an advanced stage when it’s difficult to treat.
• Ovarian cancer has a lower survival rate than both breast and cervical cancer.
• When detected and treated early 80 – 100% of women will survive beyond five years compared with only 20 – 30% when diagnosed at a late stage.
That’s why we are committed to discovering an early detection test.
Launch of the
"Every Cloud" initiative
The campaign featured a collection of silver gifts and a unique, OCRF desk diary. Featuring some of Australia's most inspirational women including Asher Keddie and Lindy Klim, 100% of gross proceeds from the sale of the diary were donated to the OCRF.
Fund-raising steps up with the silver gift initiative
As part of the Every Cloud campaign, an exclusive silver product range was launched alongside the diary to raise much-needed funds for Ovarian Cancer research. For each item sold, Witchery donated $5 to the OCRF.
Witchery and madison magazine unite to launch The White Shirt Campaign
In 2008 Witchery undertook its most ambitious OCRF fundraising project to date. Witchery united with premium fashion magazine madison to create an exciting initiative that became one of the most recognised marketing campaigns in recent years. The initiative became The White Shirt Campaign.
Talent unites in white to show their support for the cause
In an Australian-first, ten of Australia's top models featured in the November 2008 issue of madison wearing the five different white shirts from The White Shirt Campaign.
The White Shirt Campaign gains strength
In 2009, for the iconic annual White Shirt Campaign , the OCRF was able to secure Community Service Announcements in the form of billboard messaging, reinforcing the commitment to the cause. This strengthened campaign exposure ensured this vital message reached a wider audience.
The guys get involved with the introduction of WitcheryMan
Following the launch of WITCHERYMAN in May 2009, we introduced two menswear pieces within the White Shirt Campaign collection. Jules Lund showed his support for The White Shirt Campaign.
"Like anyone, we all have someone in our lives who had been affected and we want to dig deep when we can," said Jules Lund. "It's terrifying to think that there is no early detection test."
While ovarian cancer is a disease that affects women, it also carries a significant and direct impact for men. Without at least one healthy ovary, a child will not be born.
Witchery & madison reunite
In 2009 a host of famous faces united to support the White Shirt Campaign.
The White Shirt Campaign
The 2011 White Shirt Campaign received pledges of support from well-known celebrities including supermodel Pania Rose, model and actor Didier Cohen, celebrity chef Justin North and TV personality Tom Williams. Witchery also supported the inaugural OCRF White Shirt Day which encouraged Australians to unite by wearing a white shirt on May 19 to raise awareness for this insidious disease. The campaign rose over $500,000 making Witchery's contribution to the OCRF in excess of $3,000,000.
Life Changing Fashion.
Fashion Changing Lives.
Top Australian models including Samantha Harris and Pania Rose gave their time to support the cause in madison's gallery shoot.
Rose Byrne joins the cause
as an OCRF ambassador
Australian actress Rose Byrne graced the June 2011 edition of madison magazine in a classic white shirt to raise awareness for the OCRF. Rose Byrne was honoured to be an OCRF ambassador. "Witchery and madison have done a brilliant job in their fundraising efforts, and I'm thrilled to be able to support ovarian cancer research. It's a dreadful disease and the survival statistics are terrible, given many people don't discover it until they have it and it's too late," said Rose Byrne.
Iconic Australian faces join the campaign, inspiring public support for the cause
The White Shirt Campaign returned for its fourth year, proving to be instrumental in gathering public support for the cause. This year saw widespread celebrity endorsement across film, television, music and fashion. The success of the campaign is based on the simplicity and generosity of the message – 100% of proceeds from the sale of each White Shirt go directly to the OCRF.
Campaign attracts more
of Australia's leading models
Didier Cohen, Alexandra Agoston, & Erika Heynatz show their support by being part of the White Shirt Campaign.
Witchery launches White Shirt Design Award in collaboration with Whitehouse Institute of Design
Witchery's belief in nurturing the talent and creativity of young Australian fashion designers culminates in a challenge to the students of Whitehouse Institute of Design to dream up a directional take on the classic white shirt. The winning shirt, designed by student Holly Moore is sold nationwide in 2013 and shot for the cover of madison magazine.
A host of famous faces unite to support The White Shirt Campaign
Australian model Rose Smith graces the cover of madison wearing the white shirt designed by Whitehouse School of Design student, Holly Moore, winner of the White Shirt Design Award.
Fashion with conscience – Australia's most iconic names grace the cover and pages of madison magazine in Witchery White Shirts.
Notable Australian models, actors and television personalities show their support for the cause, gracing the pages of madison magazine. Giving the White Shirts celebrity appeal, names such as Sonia Kruger, Hamish Macdonald, Kirstie Penn and Jessica Gomes endorsement garners public support for the campaign.
Witchery collaborates with Project Runway Australia
Witchery together with the Ovarian Cancer Research Foundation and madison magazine partnered with Australia's most stylish television show, Project Runway Australia. The show's 10 remaining designers were given an opportunity to use their design skills to create a directional white shirt for the Witchery White Shirt Campaign. The winning design was sold in-store and online in 2013, as part of the White Shirt Collection, with 100% of gross proceeds from the sale of each shirt being donated directly to the OCRF.
The White Shirt Design
Award with Whitehouse returns
Partnering with the Whitehouse Institute of Design, Jaye Hensley is named winner of the 2013 White Shirt Design Award, her shirt was produced as part of the 2014 White Shirt Collection.
The White Shirt Design Award
winner Jaye Hensley
For this second-year Bachelor of Design student, the award established by Witchery and the Whitehouse Institute of Design offered an opportunity to bring a design dream to life. With 100% of the gross proceeds from each shirt sold going directly to the Ovarian Cancer Research Foundation, it also demonstrated that fashion can make a difference.
Notable Australians unite in white show their support for the cause
More recognisable Australian faces such as Carrie Bickmore, Jessica Gomes and Firass Dirani joined the campaign to help spread awareness about this incidious disease.
OCRF White Style at Bennalong
To celebrate the launch of the 2013 OCRF White Shirt Campaign and the Witchery White Shirt Collection going on sale nationally - aligned with the stunning feature in the May Edition of the madison magazine, OCRF hosted 'White Style' at Bennelong restaurant in Sydney.
Media, special guests, OCRF research fellows and many of the famous faces from the 2013 campaign attended. Guests enjoyed a bespoke menu created esteemed chef Guillaume Brahimi. The space was abuzz with supporters and all of those involved in making a difference in the steps towards finding an early detection test towards cancer.
Unite in White
at the Sydney Opera House
On OCRF White Shirt Day, supporters Unite in White on the steps of the Sydney Opera House to put the spotlight on ovarian cancer.
The White Shirt Campaign grows
For the last 14 years, Witchery and the Ovarian Cancer Research Foundation have united in the fight to save lives.
This year's ambassadors saw Cheyenne Tozzi and the Stenmark Twins join the campaign to raise awareness for ovarian cancer.
White shirt collection
Witchery designs a complete collection for the white shirts with model Erin Heatherton showcasing the range in effortless style.
Witchery also gave the stylish man a minimalist and modern collection. Providing endless possibilities to the timeless classic.
The Witchery White Shirt Collection takes to the AW14 Runway
For the AW14 Fashion Show, the White Shirt featured on the runway. The clean cut, fashion-forward designs formed the centerpiece fo the show. The range was enormously successful and sold out in just less than three weeks.
Witchery and News Life Media expand the campaigns exposure
In a first for the White Shirt Campaign, four major publications highlighted the cause, raising awareness across body+soul, Vogue, GQ & Sunday Style.
Continued celebrity endorsement strengthens support for the cause
Fresh faces inspire support and ensure the success of the campaign. Celebrity endorsement from iconic Australian names such as Samantha Harris, Lisa Mitchell and Shanina Shaik gather public support, and help to share the simple message, "This White Shirt Can Save Lives."
The Witchery Team
Our Witchery staff members put their full support behind the campaign, proudly wearing their White Shirts as part of a feature for Sunday Style. Their commitment to the cause was extended to our stores, with staff wearing their white shirts in-store across Australian and New Zealand.