press release - Rockandribbon.org

www.rockandribbon.org

WE’RE EXCITED TO ANNOUNCE

the launch of Elle Liberachi’s ‘Rock & Ribbon’ Breast Cancer Awareness Auction, in support of vital research for breast cancer. 100% of the proceeds from the auction will be donated to the Breast Cancer Campaign charity.

WHAT’S IT ALL ABOUT “Inspire someone today”

These beautiful photographs will be showcased on various magazine covers and sent to all editorial and press, aimed at raising further awareness for Breast Cancer Campaign and breast cancer research.

Elle Liberachi

This ingenious collaboration between Queen’s iconic guitarist Brian May, Shaka Zulu London and One Mega Management, sees British Super Model Elle Liberachi presenting the hotly anticipated ‘Rock & Ribbon’ Breast Cancer Awareness Charity Campaign Auction. Devised by Elle herself, this event focuses around the auctioning of one of Brian May’s personal guitars, that he has generously signed and donated in support of the Rock & Ribbon Auction and the charity, with 100% of the proceeds going directly to the Breast Cancer Campaign charity to aid with vital breast cancer research. The famous, iconic guitar will be displayed on the auction launch evening, at the 2013 UK Lingerie Awards (UKLA), a prestigious event where the UK’s leading lingerie brands and fashion houses come together where the organisers and brands involved are lending their full support to this worthy cause. The event will be held at the beautiful Art Deco Freemasons’ Hall in London’s Covent Garden on December 4th 2013. In addition, Elle has enlisted One Mega Management and their photo shoot production team, along with luxury designers and fashion brands including; Saint Laurent, Agent Provocateur, Fred & Ginger, Versace and Nailberry who have all kindly donated their pieces and time to shoot the official Rock & Ribbon campaign images. www.rockandribbon.org

WHEN IT’S ALL HAPPENING The auction will commence on 4th December 2013 at the 2013 UK Lingerie Awards in London. QUEEN’s iconic guitarist Brian May’s personal and signed guitar will be part of the live auction on this evening, with ipads provided at the event for people to begin making their bids. The guitar will also be on view all night at the UKLA. Bidding will then continue via an online auction at www. rockandribbon.org for two weeks from the 4th – 17th December 2013, with winners announced online on the 18th of December on the Lingerie Insight website, www. lingerieinsight.com Anyone not attending the British Lingerie Awards ceremony, can still make donations, bid on the guitar and show their support by visiting the campaign website www.rockandribbon. org. Here you can also find out more about the Breast Cancer Campaign charity and The Rock and Ribbon campaign as well as view the campaign images & video. Bidding is open to anyone internationally but you don’t have to be involved with the auction to support this worthwhile cause, even the smallest donations are very much appreciated and can be made at the same web link.

“We make a living by what we get, we make a life by what we give.” Winston Churchill

ABOUT THE CHARITY BREAST CANCER CAMPAIGN are a true inspiration for Elle. Breast Cancer Campaign are a unique community of scientists, supporters and people affected by breast cancer. The charity fund world-class breast cancer research projects in the UK and Ireland that provide the greatest potential to benefit patients. In the last twenty years, the campaign to overcome breast cancer has gone from strength to strength, and more women are outliving the disease than ever before. But, it’s still the most common form of cancer. Every year 50,000 women are diagnosed, 12,000 die, and millions of us live with its long-term impact. And it’s on the increase – by 2025 an estimated 57,000 women in the UK will be diagnosed with breast cancer. Breast Cancer Campaign passionately believe that they owe it to every woman affected by breast cancer to explore every avenue to overcome and outlive this disease – in our lifetime. The charity was established in 1988 with the aim of researching the cure for breast cancer. The charity is the leading specialist in breast cancer research across the UK and Ireland, making a significant impact on breast cancer for the benefit of patients. Breast Cancer Campaign only funds research into breast cancer and will support research at any centre of excellence in the UK and the Republic of Ireland. In its lifetime the charity has awarded over 432 grants with a total value of over www.rockandribbon.org

£44 million to universities, medical schools and research institutes across the UK and Ireland.

WHERE THE PINK RIBBON CAME FROM One of Elle’s biggest inspirational ambassadors for her work to bring awareness to Breast Cancer & early detection of Breast cancer is the late Evelyn Lauder. In 1992, Evelyn Lauder co-created with Alexandra Penney of SELF magazine, to launch the Pink Ribbon. Lauder’s personal experience with early stage breast cancer in 1987 inspired her commitment to the cause.

“We are absolutely thrilled to be working with Rock & Ribbon. The excitement and drama of the UK Lingerie Awards will offer the perfect atmosphere to promote the auction in aid of such an important cause.” Lingerie Insight

FOR MORE INFORMATION about the charity please visit: www.breastcancercampaign.org

ABOUT ELLE LIBERACHI

ABOUT BRIAN MAY

www.elleliberachi.com

Elle Liberachi is a British fashion model described as the ‘Return of the New British Supermodel.’ During her career, Elle has secured covers and editorials in high end magazines around the world, including Ocean Drive, Harpers Bazaar, GQ, BRIDES, Esquire, ELLE & Cosmopolitan Magazine to name but a few, along with fronting campaigns for many well known brands including Coco de Mer, Avon, Gossard, Swarovski, GUESS, Agent Provocateur, ASOS, Mimi Holliday, Fred & Ginger and Boodles as well as European market leaders, Hunkemoeller, Misaki, Otto & Bon Prix. Following on from Eva Herzigova, Elle Liberachi is the current ambassador for British super brand, Gossard Lingerie who recently won the award ‘UK Favourite Brand Of The Year 2012’. This year Elle is currently fronting both lingerie brands and campaigns that are in the running for Lingerie Insight’s prestigious, ‘LINGERIE BRAND OF THE YEAR’ award. Elle also played a supporting role in the Universal Feature Film, Your Highness, starring Natalie Portman, James Franco and Zoey DeChanel, and having studied at the prestigious London College of Fashion, next year we will see the launch of her debut Swimwear & Resort line. Passionate about healthy organic living, nutrition, wellness, and a positive selfimage, Elle practices Yoga, Boxing and Ballet regularly. She has a huge worldwide following on her beauty and lifestyle blog and is also the founder of TIGER TRUSTS, which was set up to support and raise awareness for dog rescue and rehoming charities in the UK. Elle’s current committed action is to raise funds and awareness for the Breast Cancer Campaign charity through her Rock & Ribbon Campaign Auction. www.rockandribbon.org

Brian May CBE is an English musician, singer, songwriter who achieved International fame as the guitarist of Queen. The band released a total of 18 number one albums, 18 number one singles, and 10 number one DVDs. Estimates of their album sales generally range from 150 million to 300 million albums, making them one of the world’s best-selling music artists. They received the Outstanding Contribution to British Music Award from the British Phonographic Industry in 1990, and were inducted into the Rock and Roll Hall of Fame in 2001.

INTERVIEW WITH ELLE ABOUT HER CAMPAIGN AUCTION Why did you decide to do this Rock & Ribbon Auction for Breast Cancer Awareness? Breast cancer affects 1 in 8 women, the word ‘breast’ is still not featured on the front cover of magazines or newspapers and both bra’s and covers have been a huge part of my life for the last six years as a model. Because of this, I have a passion and interest in understanding more about the campaigns I front through modeling and feel honored to further raise awareness for Breast Cancer Campaign.

“Breast cancer is very close to my heart. Building awareness and raising funds for research and development in it’s eradication is imperative! I feel very proud to be associated with the ‘Rock & Ribbon’ campaign, and with so many influential people involved it’s was an honour and a privilege to have been asked.” Victoria Holt , Fred & Ginger


My first Breast Cancer Awareness campaign was for Debenhams at the age of 20. It was so humbling to be chosen to front a campaign to support such an important cause. Since then I have had the opportunity throughout my career to work with brands and companies that aid the research of non-profit organisations such as Breast Cancer Campaign and it is truly inspiring that these brands continually lend their support to really help make a change for both women and men. Last month I wrote a piece on my blog C’est Belle (www. elleliberachi.com/blog) and was overwhelmed by the positive response’s of both women and men to my blog who all in some way, had been affected by this disease whether it be directly, a friend or family. I wanted to created a campaign to raise awareness but also to show how important the shift from awareness to action is. The aim is to engage today’s generation and encourage everyone to focus on educating themselves for early detection. Why did you choose this particular charity? Breast Cancer Campaign charity is a not-for-profit organisation, with a mission to achieve a cure for breast cancer in our lifetime as well as creating far reaching awareness campaigns. Decades ago, almost nobody was talking about breast cancer. Breast Cancer Campaign fund world-class breast cancer research projects in the UK and Ireland that provide the greatest potential to benefit patients. They are considered as one of the leading specialists in breast cancer research in the UK.

I chose the Breast Cancer Campaign charity because the charity not only creates awareness but also fund’s vital research for the breast cancer cure. Tell us about the auction. With it being nearly Christmas, it’s the perfect time to give back to others. My family is very big on this. I wanted my Rock & Ribbon Campaign Auction to portray strength, courage and empowerment. I have many young girls, women and men that email me through my website so I needed to create a campaign, which engages today’s generation and brings awareness to breast cancer in a way that can educate everyone. I feel being a model you are in a position to reach a wide audience and I am a strong believer in giving something back and using what I can to benefit something that is very important.

“We passionately believe we owe it to every woman affected by breast cancer to explore every avenue to overcome and outlive this disease – in our lifetime” Breast Cancer Campaign

Where did the name rock and ribbon come from? Rock and Ribbon is a play on words to wear your Pink Ribbon, support it and be strong and courageous while also appealing to today’s generation. When Brian May offered to help me on this campaign, it was a dream come true. I couldn’t have asked for more of an iconic musician and he definitely epitomizes Rock n Roll! What is the important message you want to send out with this campaign? There are many things we can do to make sure yourself, your family and loved ones take action. Education and self-examinations are key in prevention, going to have a check up with a doctor regularly, make healthy lifestyle changes; and join together to raise funds for research.

How did you get Brian May from the most iconic band in the world (QUEEN) involved? My brother in law (Roger Payne the founder of Shaka Zulu & Ambassador for Education Africa) put me in touch and asked Brian if he would be interested in signing a guitar for our charity auction. The kindness and generosity of Brian was just amazing. He said he would not only sign a guitar but also donate one of his personal guitars for the Rock & Ribbon auction. This will be a very special gift for someone this Christmas and more importantly to researchers where a donation of just £25 to Breast Cancer Campaign will aid life-saving research. Brian is a very special person with a kind heart. I am so thankful to him for helping me with my campaign. What was the inspiration for the photo shoot and how did you get the team together? It was the first time I was able to have creative input on a photo shoot. It was a big team effort together and I worked with the production company One Mega Management who provided the team. The inspiration for the shoot was strength, it needed to be current yet at the same time feminine and courageous. I was so thankful that the shoot team, my friends and designers supported this campaign and sent us their pieces, plus kindly gave their time for free. (This included Agent Provocateur, Versace & Fred & Ginger Lingerie).

MORE INFORMATION ABOUT THIS CAMPAIGN: www.rockandribbon.org


How can people get their hands on this iconic Brian May guitar? We are auctioning Brian’s [May] guitar for one week online from the 4th – 17th December. I’m so thankful to Lingerie Insight for supporting my Rock & Ribbon campaign. The Auction will start and the guitar will be on view at this year’s UK Lingerie Awards where all the UK’s lingerie brands come together for one night. Anyone in the world can bid for it! Here is the link to the auction page: www.rockandribbon.org What are your hopes for this campaign and how can people get involved? My hopes are that the Rock & Ribbon campaign auction will encourage donations and further raise awareness for breast cancer & Breast Cancer Campaign to perhaps educate a younger generation. By auctioning Brian’s guitar I hope this will inspire others to create their own fundraiser’s while encouraging people to look after their bodies, embrace self confidence, courage and their inner beauty. I am so thankful and grateful to all the amazing people who have helped make this campaign happen.

FOR PRINT & ONLINE PUBLICATIONS WHO wish to support the Rock & Ribbon Campaign for the Breast Cancer Campaign charity, Brian May & Elle Liberachi. The full 10 page feature of images & interview are available at no cost. Elle has requested that instead even the smallest donation to Breast Cancer Campaign charity would be greatly appreciated. Thank you. Exclusive interview’s with Elle Liberachi & Brian May for your publication can be arranged upon request.

THANK YOU.

Thank you,

If you would like to show your support by featuring these images in your publication please contact Michael Green [email protected] quoting the specific reference code listed on the following page.

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“By auctioning Brian’s guitar I hope this will inspire others to create their own fundraiser’s while encouraging people to look after their bodies, embrace self confidence, courage and their inner beauty.” Elle Liberachit

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SPECIAL THANKS GO TO

the following people for their support and contribtion to the Rock & Ribbon Campaign Auction.

Breast Cancer Campaign www.breastcancercampaign.org Brian May, Brian May Guitar Ltd www.brianmayguitars.co.uk

ONE MEGA MANAGEMENT PRODUCTION TEAM: Michael Green Georgie Fowle Ben Riggott

Roger Payne, Shaka Zulu www.shaka-zulu.com

Valentina D’Ettorre

Michael Green, One Mega Management www.onemegamanagement.com

Adele Cany

Penny McDonald, Glencorse Communications www.glencorsecommunications.com Lingerie Insight www.lingerieinsight.com i bid Events www.ibid-events.com Sheridan’s Solicitors/Tahir Basheer www.sheridans.co.uk F.E.Burman Print Ltd www.feburman.co.uk

Audrey Rogers – BE FRASSY Edwin Kaufmann Gavin Guild Emma March James Petley Addoastra Andrea Sexton Picdesk DESIGNERS / BRANDS: Versace Saint Laurent Agent Provocateur Fred & Ginger Helene Zubeldia Bernard Delettrez Tania Zekkout Sonia Hully – Nailberry London

PRESS RELEASE CONTACTS Michael Green [email protected] T: 44 (0) 207 754 5940 www.onemegamanagement.com www.rockandribbon.org

© Copyright 2013 One Mega Management


Designed by Emma March. Printed by F.E.Burman Ltd