# Underwear Campaigns Play Out Underwear Taps Breast Cancer Survivors for Its Latest Advertisement By Meghan Young | Published 2015-05-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/underwear-campaign References: [designtaxi](http://designtaxi.com/news/376172/Underwear-Brand-Features-Breast-Cancer-Survivors-In-Uplifting-New-Campaign/) & [playout-underwear](https://playout-underwear.com/) The Play Out Underwear campaign takes an uplifting turn to set itself apart from similar brands. It features three LGBT [breast cancer survivors](https://www.trendhunter.com/trends/pink-warriors) -- Emily Jensen, Jodi Jaecks and Melanie Testa -- in an effort to confront common perceptions about what's considered beautiful, sexy and feminine. All three of the women had their breasts removed, but opted not to undergo breast reconstruction surgery. A collaboration with FlatTopper Pride, an online [breast cancer support group](https://www.trendhunter.com/trends/primark-breast-cancer-awareness-collection) catered to [LGBTQ](https://www.trendhunter.com/trends/2025-pride-campaign) individuals, the Play Out Underwear campaign associates social good intentions with the brand. In addition to documenting these women's decisions, the underwear campaign hopes to encourage other women to open up about their own experiences. Consumers will appreciate the genuine support from this brand. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 94% | Activity: 96% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Body Positivity Underwear:** Incorporating diverse body types and experiences into advertising and marketing campaigns as a way to promote body positivity and inclusivity. - **Collaborative Cause Marketing:** Partnering with advocacy groups and nonprofits to promote social good in advertising and marketing campaigns, creating a greater sense of community and empathy with consumers. - **Empowering Survivor Stories:** Highlighting and amplifying individuals' stories of survival and resilience in marketing campaigns as a way to connect with audiences and promote social good initiatives. ### Sectors Adopting This - **Fashion and Apparel:** Opportunities for brands to create more inclusive and empowering clothing lines and marketing campaigns. - **Nonprofit and Advocacy Groups:** Opportunities for collaborations with brands to promote social good initiatives through shared advocacy efforts and marketing campaigns. - **Health and Wellness:** Opportunities for brands to create more holistic and inclusive messaging around health and wellness, including the stories and experiences of individuals affected by health issues. ## Related on Trend Hunter - [Cancer-Symptom Detecting Bras](https://www.trendhunter.com/trends/stage-zero.md) - [Community-Driven Fashion Campaigns](https://www.trendhunter.com/trends/limitless-campaign.md) - [Post-Surgery Friendly Swimwear](https://www.trendhunter.com/trends/prettylittlething-and-girlvscancer.md) - [Inclusive Undergarment Lines](https://www.trendhunter.com/trends/taimi.md) - [Versatile Apparel-Lingerie Brands](https://www.trendhunter.com/trends/boobwear-brand-nuudii.md) - [Health Awareness Undergarments](https://www.trendhunter.com/trends/underaware.md) - [Post-Surgery Undergarment Collections](https://www.trendhunter.com/trends/postsurgery-undergarment.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Mother-Daughter Founded Intimates Brands](https://www.trendhunter.com/trends/cureus-label.md)