A combination of research including staff surveys, desk research and focus group interviews revealed that women's health is the preferred area that Australian women believe is a priority to support. Cancer is the 2nd major cause of death in Australian women and this was reflected in the research where it came up as the biggest area of concern within the category of women's health. Breast cancer was deemed an area of high priority, followed by concern for cervical and ovarian cancer. In recent years the fashion industry has supported breast cancer, actively promoting it through campaigns such as the well known 'fashion targets breast cancer'. Jigsaw didn't want to appear to be 'jumping on the bandwagon' so they decided to go with ovarian cancer which was the second area of concern.
Ovarian cancer is known as the silent killer.
Every ten hours an Australian woman will die from it and there is no early detection screening test for it. Ovcare' specifically addresses the area of ovarian cancer research and education Formal agreements, outlining responsibilities and anticipated outcomes, including exclusivity, were drawn up. The water lily was chosen as a partnership symbol, appearing on most Ovcare materials as well as all partnership materials in Jigsaw stores. A mechanism was needed to encourage customer donations. The Gynaecological Cancer Research Centre organised a launch for Jigsaw to introduce the initiative to its staff.