A bra-lliant way to beat breast cancer

| Amy Sandys

Breast cancer affects around 55,000 women and 350 men each year in the UK. Despite ever-improving detection, as well as ongoing advances in treatment, it remains one of the biggest cancer risks for people across the region.

Yet, awareness is improving all the time, helped by incentives which encourage people to check their breasts. A campaign by breast cancer awareness charity CoppaFeel! is one such initiative and it has recently been implemented across the clothing range in larger Tesco stores, making it the first major supermarket to become in involved in #brahijack.

By including bra labels that encourage women to check their breasts on a regular basis, Tesco is implementing a corporate social responsibility strategy that has a direct effect on the wellbeing of its customers.

The pink ribbon labels, designed by Coppafeel!, are intended to encourage good breast-checking habits from a young age – being aware of unusual signs reduces the risk of breast cancer reaching an untreatable stage.

Other retailers getting involved with the #brahijack campaign includes online retail leader ASOS, Very.co.uk, and lingerie brand Ann Summers.

The aim of the campaign, to ensure women of all ages are aware of unusual breast activity, stems from the breast cancer diagnosis of Coppafeel! founder, Kris Hallenga, which came at the early age of 23.

Over 5% of breast cancers are currently detected at an untreatable stage, making it imperative that signs and symptoms are communicated to as wide an audience as possible. With clothing retailers building this awareness into CSR strategy, breast awareness should become more commonplace.