Unless you have been living under a rock, or are obscenely ignorant, you should be aware that October is Breast Cancer Awareness Month. There is a whole host of fashion and beauty brands launching money-raising products over the next few weeks, but first comes news of an important campaign launched by breast cancer awareness charity CoppaFeel!
According to recent research conducted by CoppaFeel!, women under the age of 30 are more likely to have their eyes checked by an optician, than regularly check their own breasts for signs and symptoms of breast cancer - a disease that now affects 1 in 8 women in the UK.
News reports this year revealed Britain is lagging in survival rates compared to other developed countries, the charity constantly seeks out new ways to ensure breast cancer is diagnosed at the earliest stage possible, by educating young people.
In response to its findings CoppaFeel! are launching their #BraHijack campaign and appealing to the lingerie world to introduce a small label carrying boob checking reminders to all bras sold in the UK. The label can be simply sewn in with the care label found in all bras and act as a daily reminder to make boob checking part of a woman’s routine - much like brushing your teeth and putting on your bra!
Most breast cancers are detected through self-checking so doing it regularly will ensure changes are detected and reported early. The research also discovered that a vast majority of women believe there to be a “right” way of checking their boobs and don’t have the confidence to do it.
Kris Hallenga, founder of CoppaFeel! said: “There is in fact no right or wrong way, 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.”
Behavioural change expert, Claire McDonald, added: “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. 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.
Lingerie brand Curvy Kate has committed to adding the label to all its bras sold from January 2014 and Very.co.uk will be placing it in 30,000 bras in their Sorbet Flirty Lace range in 2014. This is a world first and the charity will be monitoring its impact closely. CoppaFeel! is asking for a commitment from all lingerie brands to ensure this life saving behaviour is carried out by their customers.
For more information about CoppaFeel!, Kris and their work, visit www.coppafeel.org
Love Laurel x
