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Primark launches breast cancer awareness campaign


Primark launches breast cancer awareness campaign, including £1 million donation to cancer charities

Primark’s third Breast Cancer Awareness collection launches next week, including new products in the post-surgery range.

  • As part of this year’s campaign, the retailer will donate a total of £1 million to cancer charities, including £300,000 to UK charity Breast Cancer Now

  • Customers invited to join in additional fundraising through in-store till fundraising initiative

In recognition of Breast Cancer Awareness month, Primark is to donate £1 million to cancer charities across Europe and the US, alongside a new Breast Cancer Awareness collection.

Now in its third year, the collection includes 32 leisurewear, nightwear underwear and beauty products across two ranges: the post-surgery range, which includes specialist products developed for women experiencing breast cancer, and the solidarity range, a collection aimed at raising awareness during Breast Cancer Awareness Month. Alongside the product collection, Primark is donating a total of £1 million to cancer charities across Europe and the US, including a donation of £300,000 to UK charity Breast Cancer Now. This is Primark’s largest ever donation to cancer charities and is part of Primark’s commitment to support and empower women, no matter what life brings.

The post-surgery range has been developed with comfort and support in mind and includes specialist underwear, leisurewear and nightwear products. The products have been designed using the latest in production innovations, designed to address the side effects of treatment and surgery, such as tenderness, hot flushes and swelling. Specialist product features include front zip closing options, wireless structures, and prothesis pockets. The post-surgery bras include a delicate lace detail bralette and a wireless t-shirt bra available in grey and cream. New to the collection this year are the post-surgery sports bra and post-surgery swimsuit and bikini. With prices starting from £4.00 the collection is available in selected stores from October 1st and will be available year-round.

This year’s solidarity range features leisurewear products including t-shirts, nightwear and underwear and is available throughout the month of October with prices starting from £3.50. New to the range this year is the pink Snuddie and three of Primark’s most popular hero beauty products with a special-edition pink makeover – the vitamin enriched moisturising primer, the high shine lip gloss and the moisture setting spray. Over half of this year’s entire Breast Cancer Awareness collection is made using recycled or more sustainably sourced materials.

This year’s £1 million donation will go towards raising awareness of the importance of self-examination and ensuring world-class research and services can continue to be provided to women affected by cancer, including a £300,000 donation to research and support for charity Breast Cancer Now. The donation will fund Breast Cancer Now’s Someone Like Me programme. The support service matches people affected by breast cancer with a trained volunteer who has been through a similar experience. The charity has over 240 Someone Like Me volunteers, who among them can speak 20 languages. Primark’s donation will fully cover the operational costs of the service for the full year.

In addition to the £300,000 donation, Primark is inviting customers to support Breast Cancer Now through the in-store till fundraising initiative that will be live in stores across UK from 2nd to 15th of October inclusive. All of the proceeds of the till fundraising will be donated to Breast Cancer Now. Volunteers from Breast Cancer Now will also be visiting ten flagship Primark stores between October 3rd and 12th to support the campaign and distribute vital information to shoppers reminding them to get to know their normal and check their breasts regularly for any changes.*

Primark’s Charity Director Rosie Valentine said: “Many of us know people whose lives have been impacted by breast cancer, and each of their experiences is different. At Primark, we want to help people to express their true identity and feel seen, heard, and understood. With this in mind, we wanted our campaign to shine a light on women affected by breast cancer - their stories, and their experience, in their own words.

“As a business, we are committed to supporting and empowering women, whatever life brings. For us, Breast Cancer Awareness month is a time to remind ourselves, our customers and our colleagues about the importance of self-examination, whilst supporting the incredible cancer charities who give people the help and support they need.”

Rachael Franklin, Director of Fundraising, Communications and Engagement at Breast Cancer Now, added: “Primark’s support will make a huge positive difference to hundreds of people affected by breast cancer. Breast Cancer Now’s Someone Like Me service matches people affected by a primary breast cancer diagnosis with a volunteer who’s had a similar experience, who’s been trained to help. They'll be a phone call or email away to answer your questions, offer support or simply listen. Because there’s nothing like speaking to someone who truly understands. Last year, 1,693 matches were made to support people affected by breast cancer and Primark’s funding will ensure we are able to continue providing that service. We would like to thank Primark for their generous support, helping us to work towards a future where everyone diagnosed with breast cancer lives, and is supported to live well.”

Following the expansion of the retailer’s Click + Collect service to now include a selection of womenswear, customers of the retailer’s 57 trial stores in Greater London and North West England, North Wales and parts of Yorkshire will also be able to shop the Breast Cancer Awareness collection.

From October 1st, customers will also be able to browse the full range on the Primark website and check availability of their favourite products using the stock-checker before heading to their preferred store.

Primark post-surgery range - seamfree bra
Primark post-surgery range - black lace bra
Primark post-surgery range - PJ set and Snuddie
Breast Cancer Now will visit ten flagship Primark stores between October 3rd and 12th

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