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

• As part of this year’s campaign, the retailer will donate a total of over €1 million to cancer charities, including €100,000 in Ireland to the Irish Cancer Society

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

In recognition of Breast Cancer Awareness month, Primark is to donate over €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 over €1 million to cancer charities across Europe and the US, including a donation of €100,000 in Ireland to the Irish Cancer Society. 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 €5 the collection is available in selected Penneys 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 €4. New to the range this year is the pink Snuddie and three of Penneys’ 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 those affected by cancer, including a €100,000 donation to the Irish Cancer Society. This is the third year that Primark has donated to the Irish Cancer Society. The organisation’s vision is for future where no one in Ireland will die from cancer and everyone affected by the disease will have access to world-class treatment, care and support. They provide vital support services across the country, in addition to funding life-changing cancer research.

In addition to the €100,000 donation, Penneys is inviting customers to support the Irish Cancer Society through the in-store till fundraising initiative that will be live in stores across Ireland from 2nd to 15th of October. All of the proceeds of the till fundraising will be donated to the Irish Cancer Society. Irish Cancer Society nurses will also be visiting nine Penneys stores across Ireland between October 3rd and 12th to support the campaign and distribute vital information to shoppers that could help save lives.*

Rosie Valentine, Primark Director of Engagement and Charity, said: “Many of us know people whose lives have been impacted by breast cancer, and each of their experiences is different. At Penneys, 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.”

Irish Cancer Society’s Chief Executive Officer, Averil Power said, “We are delighted to partner with Penneys once again to promote the important message of being breast aware through their Breast Cancer Awareness initiative, which is being pushed out in stores nationwide this October. Having early detection information available in stores across Ireland is an invaluable tool to help raise awareness as we know around 3,400 women and up to 30 men are diagnosed with breast cancer each year in Ireland.

“It is fantastic to partner with a company like Penneys and to see their proactive commitment to make their customers breast aware and to drive home the message that early detection saves lives. Being breast aware means understanding what is normal for you and being able to notice anything out of the ordinary. We encourage anybody with concerns to contact their GP and our freephone Support Line is also available at 1800 200 700, where our expert cancer nurses are available to chat about any issue big or small when it comes to breast health and breast cancer.”

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