LONDON: As the beauty and fashion industry lead the pink charge for this year’s breast cancer awareness month, one US-based social enterprise has proven that not everything needs to change color to generate awareness.
This month Brides Against Breast Cancer (BABC) is donating 200 designer wedding dresses to brides in need.
The dresses – which usually sell for up to $2,000 – can be selected from the BABC online store after the bride-to-be has shared their story of why they need the help.
The only cost to the brides is the price of packaging and shipping. The campaign will be donating $100,000 worth of designer wedding dresses throughout the month.
BABC operates as an online store throughout the year, with a flagship retail shop based in Atlanta and national dress tour events around the country to generate funds from sales for breast cancer research.
The designer wedding dresses sold by BABC are donated by brides and bridal salons nationwide. The brands include Maggie Sottero, Casablanca and Vera Wang.
The designer wedding dresses sell for between $99 – $1,999 – or up to 80 percent off retail.
Since 1997, BABC has helped raise millions of dollars for breast cancer initiatives through the sale of more than 50,000 wedding dresses.
BABC’S CEO Drew Edwards said in a press statement: “We are pleased to help women in financial need for their wedding day while also raising awareness of breast cancer.”
Breast cancer awareness month is a global health movement that has grown to become one of the most highly anticipated annual events internationally.
The annual campaign aims to raise awareness of early breast cancer detection as well as to fundraise for essential life-saving research into the disease.
Brides against breast cancer initiative makes weddings even more special
Brides against breast cancer initiative makes weddings even more special
