Brother and The Works launch wearable tech for breast cancer research

Rachael Micallef
By Rachael Micallef | 30 October 2014
 

Electronics company Brother and Sydney creative agency, The Works, has created a wearable technology that people may actually wear; a tie that makes raising money for breast cancer research easier.

As part of the Brother for Sisters campaign, the company are releasing the world's first NFC-fitted tie, which is designed to accept monetary donations that go direct to the National Breast Cancer Foundation. The week long campaign, designed to encourage Australians to raise money for research, is underpinned by the insight that men want to support women with breast cancer.

For its promotion, Brother has developed three pink “Tie-Tap” ties, which are available for purchase from he Brother Facebook page. The ties allow passer-bys to tap their credit cards to make an automatic $10 donation. The NFC chips in the ties are connected to a smartphone, and programmed to forward payments directly to the foundation.

It isn't the first time wearable tech has been built into clothing, with interest in the technology by advertising agencies reaching fever pitch this year and showing no signs of letting up into 2015. Last month, Lavender put wearable tech into shoes for a campaign for Le Coq Sportif while in March CHE Proximity launched the “Alert Shirt” which was designed for the AFL footy season.

But The Works creative partner Paul Swann said the project shows how even the most novel technology can have an application in real life.

“This is a great example of how new technology can take a traditional method of fundraising to the next level, making it simpler than ever before. It is great to see Brother throwing its support behind a fantastic cause,” Swann said.

The campaign is part of a bid to help the National Breast Cancer Foundation reach its goal of zero deaths by 2030.

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