It’s officially October, marking the start of Breast Cancer Awareness month. In case you’re all pink-ed out, however, Lonely Lingerie has just launched a new way to help those suffering from the disease, titled the Lonely Girls Project.

The project from the cult favorite New Zealand lingerie brand tells the story of the three women with secondary breast cancer through un-retouched lingerie photos. The campaign shot by photographer Harriet Were is in conjunction with Sweet Louise, a charity that aims to improve the lives of New Zealanders living with incurable breast cancer.

Maggie, one of the models, is marking her anniversary of a grim prognosis in a stunning buttercup bra and underwear set. “It’s coming up on 10 years since I was diagnosed with (secondary breast cancer) and I think about it every day,” she shared via Instagram. “The day my husband and I were told at best I had a 10 percent chance of survival was an absolute nightmare. I was and am not ready to give up on that 10 percent. My family means the world to me and I have not yet seen enough of what my two fantastic children will do in their lives to stop watching.”

In addition to the riveting and inspiring tales, the brand has also teamed up with New Zealand artist Ophelia Mikkelson to create its Lonely x Ophelia tee ($79). One hundred percent of the proceeds from the shirt’s sale will go to the website.

Keep checking back on Lonely’s social media pages to meet the other two women throughout the month of October, and donate to Sweet Louise here.

Are you loving Lively’s campaign? Tell us over @BritandCo.

(Photos via Lively)