The results of our Soma Bra Donation are in, and it’s official: we are wowed!
Like never before, women from across the U.S. and around the world cleaned out their top drawers for women in need. From January 12 to February 26, 2012, Soma collected bras in boutiques and online to be distributed to domestic violence shelters in local communities. For the first time, we partnered with the National Network to End Domestic Violence (NNEDV), the leading voice for survivors, representing over 2,000 shelter programs in the United States.
And now the grand total. Drum roll, please!
First campaign in July 2010: 30,631 bras collected.
Second campaign in January 2011: 40,437 bras collected.
Third campaign in July 2011: 76,125 bras collected. This 4th “Giving is Beautiful™” Soma Bra Donation: 117,394 bras collected!
Our total now stands at an incredible 264,587 bras donated—far exceeding our goal of a quarter-million. Here are just a few ways you made a difference:
Bra Donation Guessing Contest. Hundreds of you tried guessing what our campaign total would be. But it was Helen Phillips of Milford, NH, who came closest with her guess of 116,495! She won a $250 Soma gift card and a $500 donation to her local shelter, Bridges: Domestic & Sexual Violence Support in Nashua, NH.
Facebook friendly. Every time you shared our campaign, we donated $1 to the NNEDV. The result? $354 more for women in need!
Power of one. Kay Hill, a consignment boutique owner in Punta Gorda, FL, spread the word to her customers and community in an extraordinary way. They pulled together to donate 642 bras!
Reese gave beautifully. NNEDV hosted the 2nd World Conference of Women’s Shelters in Washington, D.C., and Soma was there to see Reese Witherspoon speak about domestic violence awareness to a crowd representing 36 countries. Thousands of bras were donated at the event by women around the world!
A heartfelt Thank You to all of our loyal and caring customers who gave during our Soma Bra Donation. You’ve shown us how beautiful giving can be.
Are you inspired to get involved in the next Giving is Beautiful campaign? Tell us about it in the comments!
In July, we will kick off our next Soma Bra Donation. Like us on Facebook and be the first to hear about the new campaign contests!
Our very first donation at the NNEDV World Conference—Bra-vo!
A few love and “support” notes written by NNEDV conference attendees to survivors of domestic violence.
It’s Spring dress season! Time to refresh your collection of luxuriously soft Soma dresses. Our new collection will go to any length to make you look and feel gorgeous. This season, it’s still all about the feminine maxi trend and we have the most inspired, floor-sweeping new maxi arrivals.
The artist in me adores our Vanessa Maxi Dress, a watercolor tribute to a Spring garden. It is certain to leave a lasting impression.
Hi there, my problem is this: I am 45 years old and have had and nursed four babies. I have small breasts and do not fill out the cups in my bras, as they are not very firm. Any advice for my fitting problem? I leave bra shopping in tears and wanting surgery. Thanks.
Our breasts can change dramatically during and after pregnancy and breast-feeding. I’ve had two babies and can definitely relate! Believe it or not, a woman’s bra size can change up to 6 times over the course of her lifetime. If you haven’t been fit in the past 6 months, I encourage you to visit a Soma boutique for a complimentary bra fitting and personalized shopping experience. I assure you, you will not leave in tears! If you are not near a boutique, you can view my Bra Fit Video “Find Your Perfect Fit” to properly measure yourself.
Sight unseen, I would recommend the new Vanishing Back Average Coverage Front Close Bra for you. It has about an inch less coverage than our full coverage bras for a smaller silhouette and starts in cup size A. It will also smooth out any bumps or lines under the arms and back for a sleek look under tees and close fitting tops. My other
favorite for a smaller size is the Oh My Gorgeous Cami Bra. With the pretty lace covering, it adds a little extra something under v-necks.
Soma’s new Beautiful Begins Underneath TV campaign is airing soon and our entire creative team is just itching to share the excitement. What better way to let you in on our most intimate secrets than an exclusive, behind-the-scenes peek into the making of our new commercial. We made this b-roll especially for you, and you’re the first to see it!
You may recognize “the face of Soma” from our current commercials and the covers of our catalogs. She is so much fun to work with, a good sport (imagine a crew of 50 surrounding you while you’re in just your bra and panties), and truly beautiful from the inside out. We asked her what it’s like to work with Soma:
Q:What was your favorite part of this shoot? A: I especially loved shooting the b-roll, because we were like yeahhhh, we were all going crazy, and dancing all around.
Q:What do you love about Soma? A: I love how comfortable the underwear and pajamas are. The material makes you feel so great. If you feel comfortable, then you look beautiful.
Q:What do you think of our new bras? A: I love them! I think they’re very feminine and they gave me great cleavage!
Q:What do you think makes a woman beautiful? A: Self-confidence. How you feel about yourself. If you feel confident then you’re going to show everyone how beautiful you are.
Jill Schiferl, Associate Creative Director of Soma, gave us some insight into the campaign:
Q:What was your inspiration behind this campaign? A: It stemmed from the idea that we want to give each customer a real service with a beautiful product and show her how she can look and feel her best.
Q:What do you want women to know about Soma? A: They can feel confident and beautiful in everything they wear underneath. I think it’s our job to help them understand and find the right intimate apparel.
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