Public Relations Society of Kenya (PRSK) Awards for Excellence

For Woolworth’s annual Kenyan bra campaign, H+K Strategies was tasked with re-energizing and extending the campaign to result in increased sales for the retailer.

Dubbed ‘Back to Brasics,’ the campaign, which educates women on the importance of wearing the correct bra size and type, saw H+K raise awareness by reaching out to female journalists through an in-store briefing from a doctor and a breast cancer survivor to highlight medical issues surrounding breast health. Journalists were encouraged to experience Woolworth’s specialist bra-fitting service to truly understand breast health and care issues.

The extensive coverage led to a dramatic increase in bra sales, averaging 204% across Woolworth’s Kenyan outlets.