The stark reality is that in the U.S., a woman is diagnosed with breast cancer every 2 minutes, and every 12 minutes, we lose another to this disease, an alarming fact that touches nearly every family and community.
In October 2024, during National Breast Cancer Awareness Month (NBCAM), SKIMS partnered with Susan G. Komen to amplify awareness and inspire action through a campaign led by actress, mother and breast cancer survivor Olivia Munn.
By sharing Olivia’s deeply personal story, SKIMS and Komen reached millions and created a renewed sense of urgency around breast health. Olivia modeled select SKIMS bras and shapewear—with her mastectomy scars visible–, and from October 21-31, 10% of gross U.S. bra sales were donated to support Komen’s mission. This authentic, story-lead approach generated tens of millions of organic social media impressions, marking one of the most impactful partner campaigns Komen has seen.
October’s Breast Cancer Awareness Month brings heightened public attention, but also intense competition for visibility. Rather than contribute to the noise, SKIMS and Komen took a different path: one rooted in vulnerability and authenticity.
Olivia Munn’s story became the heart of the campaign. Her willingness and unfiltered look at her diagnosis and journey allowed both brands to forge a more meaningful connection with audiences. Her voice and stark images cut through the clutter, inspiring action, support and conversation far beyond product promotion.
The partnership was anchored in a fully integrated social media plan to meet audiences where they are and where stories resonate the most. The campaign imagery featured Olivia modeling SKIMS bras and proudly displaying her mastectomy scars, images rarely seen in mainstream media. These visuals promoted body positivity and honored the reality that breast cancer affects people of all ages, background and body types. At the heart of the strategy was authentic, emotionally driven content featuring Olivia Munn, shared across a coordinated network of platforms including Komen, SKIMS, Olivia Munn and other high-profile influencers and celebrities.
The partnership aimed to:
Success was defined by both qualitative and quantitative outcomes:
“It’s an honor to partner with SKIMS and Susan G. Komen on this incredible campaign. This cause is deeply personal to me, and I’m proud to help drive awareness and conversation around it.”
– Olivia Munn
The campaign’s cross-platform consistency, combined with the raw emotional resonance of Olivia’s story, created a groundswell of engagement. Comments across platforms showed how deeply the message connected with people, not just as consumers, but as daughters, mothers, survivors and advocates.
This campaign exceeded every benchmark, becoming a standout during National Breast Cancer Awareness Month (NBCAM):
Beyond metrics, the campaign sparked community and conversation. Feedback from customers empathized the emotional resonance of the story and gratitude for SKIMS’ thoughtful approach. Olivia’s continued support, following and engaging with Komen beyond the campaign underscores the lasting value of the partnership.
