Nala’s Auckland activation drives support for Project Uplift with 500+ bra donations

The Rise & Shine PR team is still buzzing from our bold community activation that officially launched Nala a truly inclusive intimates brand, into Aotearoa with a roar!

The activation made such a stir, that we literally had hundreds of women queueing and ripping off their bras in the middle of NZ biggest city – all in support of charity!

It made it to the news, couldn’t be missed on social and captured attention on LinkedIn as an example of “marketing it all about and brands stepping up and SERVING.”

The key to our success was the multi-layered PR campaign created by Rise & Shine in close collaboration with Nala that included media relations, profiling, influencer outreach, content creation, and finally the bold Bra Swap activation that literally saw women stripping off their bras at Commercial Bay.

Nala, a household name in Australia, that’s known for bold activations and redefining inclusivity required an agency that was native to market, agile and briefed our team to execute this launch in late 2024.

Rise & Shine conceptualised the activation, inspired by Cardrona’s iconic “bra-drona” in support of the charity Project Uplift, a charity dedicated to providing bras to women and individuals in need in the Pacific Islands and NZ.

Months of fine-tuning our concept, location scouting, negotiating costs, engaging a charity partner, and crafting a solid PR strategy all paid off as we ensured people knew about it before, during, and after. Seeing it all come to life on the day was an unforgettable moment!