According to recent research conducted by breast cancer awareness charity 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.
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.
