Innovation is not just for profit making companies is it?

I was attending my first London Bloggers Meetup (LBM) this past Tuesday evening (April 28). Shish, was the hipster place to be, and LBM took over the basement. Kudos to organizer Andy Bargery for finding a cool spot, and, making it more relevant than just blogheads BS-ing about the vagaries of WordPress. The sponsor of the event was the breast cancer charity, Fashion Targets Breast Cancer (FTBC). We should have sponsored them!

Credit FTBC for a creative approach to raising awareness and funds. On the way to the meeting I had noticed some striking posters in the tube of Fergie and Jade Jagger, and at the meeting I connected the dots. Apparently the fashion industry is doing their bit to beat breast cancer, using, of all things, fashion!  Ralph Lauren got it all going 13 years ago, and this year a host of celebrities joined the effort (Leah Wood, Sarah Ferguson, Jade Jagger, Bryan Ferry, Abigail Clancy, Sara Cox, Gerry DeVeaux, June Sarpong, Duncan James and Mark Foster). These celebrities are leading us all in this effort, it’s a Millon Model Catwalk.

What’s creative about what FTBC is up to?  Well, for one, it’s integrated marketing — posters, a website, a blog, Twitter, a contest, video, a fun way to join the catwalk yourself online, and a retail effort to sell cool clothes. Did I say cool clothes? I’m not a fashion expert but these are some really nice threads people. Look at the website — this stuff is truly stunning and attractive. Move over Audrey Hepburn, black and white has never looked so good (note to self: there are birthday and Christmas gifts here for all my women friends). M&S, TopShop, Laura Ashley, Coast, River Island, Warehouse, My Wardrobe.com, and Good On all put their spin on sleek black and white clothes. All black and white, like the logo above. Men’s clothes are included. Shoes and bags as well!  30% of the take goes directly to beating breast cancer. The retailers deserve a big hand for being so generous in these tough times.

It was also pretty creative of FTBC to sponsor the LBM and get their message in front of 100+ of the most prominent bloggers in the UK. Somebody was thinking up magic about how to maximize the PR dollars, call it innovative PR.

Innovation takes many forms but something can be classified as innovative if it’s new, different, and useful. This campaign is all that — I predict a big success. Help make it happen: click on the links above and buy clothes that make a statement. Say you’re out to beat breast cancer — and look good doing it.