"We wanted to provide the shockingly true facts of ovarian cancer and deliver them in an authentic way."
Gritty Pretty Productions has produced the Georg Jensen and Ovarian Cancer Research Foundation (OCRF) annual campaign for the third year in a row.
With no cure or early detection test, ovarian cancer kills one woman in Australia every eight hours, making it the most lethal female cancer.
Georg Jensen is continuing their support of the cause for the eighth consecutive year, and from today, will release two Heart pendants, where a portion of proceeds will be directly donated to the OCRF to fund research for finding an early detection test for ovarian cancer.
Gritty Pretty Productions worked directly with the Georg Jensen and OCRF teams to engage high-profile ambassadors and spokespeople for this year’s campaign, which was created to bring urgency to the forefront of this women’s health issue.
Gritty Pretty founder and editor-in-chief, Eleanor Pendleton, said: "It is an incredible honour to work with the Georg Jensen team for the third year on this important initiative.
“I’m constantly blown away by how many women believe a pap smear is an early detection test for ovarian cancer – it is not. Currently, there is no early detection test for ovarian cancer so too often women are diagnosed when ultimately the cancer has fairly progressed and survival rate is low. It’s heartbreaking. This year, we decided to strip everything back and focus the 2022 campaign on the very real statistics of this insidious disease.
“I am particularly grateful to all the women who feature in this year’s campaign, especially Dr Gujadhur, who showed so much courage in sharing her personal diagnosis story with viewers.”
Gritty Pretty Productions senior creative producer, Nicola Sevitt, said: "The creative concept for this year’s campaign was inherently simple: provide the shockingly true facts of ovarian cancer and deliver them in an authentic way.
"Talent were provided the script via an autocue to read aloud, for the first time, as we filmed on camera. Capturing their raw and emotional response to the heartbreaking statistics was important."
What evolved on the day was an honest and very courageous discussion about how ovarian cancer has touched their lives so closely. Gritty Pretty Productions is extremely proud and humbled to be a part of this very important campaign.”
Credits:
● Melissa Leong, TV host & food critic
● Rachael Finch, model & entrepreneur
● Maria Thattil, model & activist
● Dr Shabnam Gujadhur, doctor and ovarian cancer patient
● Varshini D. Venkata, PhD student at the University of Newcastle, Global Centre for
Gynaecological Diseases.
● Isabella Moore, PhD student at the University of Newcastle, Global Centre for
Gynaecological Diseases.
Production Team:
● Film: Tom Roberts
● Photography: Holly Ward
● Styling: Emma Read
● Hair Styling: Graeme Cumming
● Hair Styling Assistant: Tahlia Campbell
● Makeup: Cherry Cheung
● Makeup Assistant: Nichole Lee
● Production: Gritty Pretty Productions
