CoppaFeel! hijacks bras with breast cancer awareness message

Bra Hijack CoppaFeel!Breast Cancer Awareness charity CoppaFeel! has today launched its #BraHijack campaign to persuade the lingerie industry to include a ‘boob check’ reminder message on its bra labelling.

The charity has recently conducted research that shows that UK women under 30 are more likely to have their eyes checked than check their breasts for signs of breast cancer. And, as breast cancer survival rates in Britain are lower than in other developing countries, CoppaFeel! is doing everything it can to push the awareness message, especially among young women.

The #BraHijack campaign’s aim is to have a label reminding women to check their breasts sewn into every bra that is sold in this country to help improve early detection rates. Curvy Kate has already signed up to include the label in all its bra by January 2014 and has pledged to add it to 30,000 bras in its Sorbet Flirty Lace range in 2014.

CoppaFeel! is now hoping to get other lingerie brands and retailers on board and create an opportunity to instill potentially life-saving behaviour in their customers.

‘We know that we need to provide information and triggers to women and girls at the moment that they are most likely, and most able, to act upon them,’ explains behavioural change expert Claire McDonald. ‘The label in the bra provides an important and constant reminder for women, when they are most able to put this life-saving advice into practice. This is a unique opportunity that no other medium presents to develop life long healthy habits.’

There is no right or wrong way to check your breasts, adds CoppaFeel! founder Kris Hallenga, who was diagnosed with breast cancer in 2009. ‘It’s simply about getting to know what they look and feel like normally, and having the confidence to see a doctor if things aren’t quite right.’

So, what are you waiting for?



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