For Swiss Tech, this year’s Breast Cancer Awareness Month campaign is more than a collection of pink products. It’s personal.

In support of the National Breast Cancer Foundation (NBCF), Swiss Tech has introduced a special collection of pink products, with 20% of proceeds from the collection supporting NBCF. But when it came time to create the campaign surrounding the launch, the Swiss Tech team made an important decision: rather than hire traditional models, they put the women who work on the brand, products and marketing every day in front of the camera.

The campaign features GreatStar Tools USA teammates Rachel McKeon, Associate Account Manager; Hannah Hatch, National Account Manager; Brandy Estell, Digital Marketing Manager; Laurie Gunderson, Content Production Coordinator; and Lauren Phillips, Digital Marketing Manager.

The idea was to create a campaign that felt personal and authentic rather than overly produced. Because breast cancer has touched so many women and families, the team believed featuring women from within the company would bring a genuine connection to the campaign that would be difficult to recreate with traditional models.  It also provided an opportunity to showcase the products in a natural, relatable setting….real women incorporating them into everyday life while celebrating the energy, optimism and sense of purpose behind the collection.

“There was a lot of genuine excitement around the photo shoot,” said Phillips. “Everyone was encouraging each other, laughing and just having a good time with it. I think that energy really came through in the finished photos, and seeing the final product made it even more special knowing we had a small part in bringing the campaign to life.”

For Phillips, the campaign also carried a personal connection.

“I’ve had family friends who have gone through breast cancer, and seeing both the challenges they faced and the strength they showed has always stuck with me,” she said. “It made being part of this project feel a little more personal and meaningful.”

That sense of connection extended beyond the photo shoot itself.

“One thing that I really loved about participating in the NBCF photo shoot was the amount of attention bystanders were giving to the group of women wearing pink and holding pink bottles,” said McKeon. “We got several comments and questions about our presence, and we got to share details about our project and mission. Coming together as women in support of women turned heads, and it should continue to do so!”

A Campaign With Personal Meaning Behind the Camera

The campaign also resonated deeply with the GreatStar Tools USA team working behind the camera.

Swiss Tech media producer Tyler Hollowell, who served as the photographer for the campaign, brought a deeply personal connection to the project. Two of Hollowell’s aunts were diagnosed with breast cancer. One survived the disease; the other passed away. His family attributes his surviving aunt’s successful outcome in part to early detection, making the campaign’s focus on breast cancer awareness and early detection especially meaningful to him.

Behind the camera, Hollowell brought that personal perspective to the photo shoot, helping capture the Swiss Tech team members featured in the campaign while supporting the goal of raising awareness about breast cancer and the importance of early detection.

For the broader Swiss Tech team, that combination of awareness and action is what distinguishes the effort from a traditional product launch. The collection gives consumers an opportunity to purchase products designed for everyday use while also helping support NBCF and its mission.

About Swiss Tech

Founded in 1994 by Swiss-American engineer Larry K. Legg, Swiss Tech was inspired by Switzerland’s centuries-long tradition of craftsmanship, precision and quality. Legg launched the company from his Ohio garage with a vision to create innovative precision tools that were more portable than those then available. Swiss Tech went on to earn numerous patents and grow into an international brand.

Today, Legg’s legacy is carried forward by GreatStar Tools USA, part of GreatStar Group. Swiss Tech continues to build on its heritage of innovation by creating breakthrough products that combine functionality, precision and thoughtful design. The brand believes tools should not only perform exceptionally well, but also be products consumers appreciate for their design, quality and attention to detail.

Swiss Tech U.S. & Canada

About GreatStar Tools USA

GreatStar Tools USA is part of Hangzhou GreatStar Industrial Co., Ltd., a leading global developer, manufacturer and supplier of tools sold in more than 100 countries worldwide. GreatStar’s philosophy is rooted in the belief that product excellence begins with innovation and quality, supported by a culture of integrity, research and development, customer insight and attention to detail.

Through its portfolio of brands and products, GreatStar Tools USA serves consumers, DIYers and professionals across a wide range of tool and product categories. Its commitment to innovation, product development and understanding the evolving needs of its customers helps bring useful, high-quality products to markets throughout North America.