Since 2024, Goodwork has had the privilege of working with the Pink Ribbon Foundation to share the story of the BOLD project with media throughout the country.

BOLD is a unique photo project that celebrates the resilience, beauty, and strength of those who have lost their hair while undergoing treatment for breast cancer or due to alopecia. Together with Dutch photographer Caroline Sikkenk, the Pink Ribbon Foundation (PRF) brought the moving BOLD project to the UK, photographing women in England, Scotland, and Wales. The team will soon take the project to Northern Ireland.

Our campaign work on BOLD has delivered widespread, high-impact media coverage across the UK, spanning key regional titles like The Herald and Manchester Evening News to top-tier national broadcast. Most recently, we engaged with BBC Wales to discuss the story of 11 Welsh women participating in Cardiff, including two inspiring models who expressed what the project has meant to them.

By identifying the precise journalists to connect with the human story, we secured multi-platform coverage across BBC online, radio, and television, eventually culminating in a featured segment on BBC Breakfast.

We continue to promote the story of BOLD UK, which will soon embark on its next chapter in Northern Ireland, as well as taking over the iconic displays of both Piccadilly Lights and Times Square.

Lisa Allen of the Pink Ribbon Foundation reflected, "BOLD puts the woman back at the centre of her own story, and the friendships and support that grow around it last long after the photograph is taken." And we’re proud to continue amplifying each of those stories.

Copyright for all portraits on this page:
Caroline Sikkenk and the Pink Ribbon Foundation

Purchase BOLD photography book here.