The #BraHijack campaign, brainchild of CoppaFeel! founder Kristin Hallenga, is designed to remind women to check their breasts regularly by placing the distinctive CoppaFeel! logo and reminder message inside the bra alongside the care label. Gossard will be placing the CoppaFeel! labels in all of its bras, including best-selling lines such as Glossies, EgoBoost and SuperBoost Lace and they are due to be in circulation from 2015 onwards.
Gossard Managing Director, Tony Jarvis, said: “We are very proud to be supporting CoppaFeel! and the Bra Hijack campaign. Kris and her team work tirelessly to raise awareness up and down the country and hopefully today’s announcement will help to spread the word even further.”