ABOUT

In the UK, ovarian cancer kills someone every 2 hours. To highlight how deadly ovarian cancer is, we designed a range of embroidered knickers, taking the reproductive system and replacing the ovaries with striking images of bombs, flails, and grenades. Then, on World Ovarian Cancer Day, we reached out to influencers with an unusual request: to pose in our pants. The designs clearly resonated with people: in 24hours and with zero budget, 2 million women were reached, the charity website traffic raised by 2000% and someone told us she was going to get the design tattooed over their hysterectomy scar.