Primark launches ‘We’re with you’ Breast Cancer Awareness campaign and donates over $1 million to cancer charities

• Colleagues and customers invited to join in-store fundraising initiatives to meet ambitious target of an additional $1 million in much-needed funds.

Primark has today launched its ‘We’re with you’ Breast Cancer Awareness campaign. Now in its fourth year, Primark’s latest campaign spotlights the journeys of five women across five countries who have been affected by breast cancer. Through self-directed videos and photographs which are featured in the Primark windows of over 450 stores globally and across its digital channels, real women share their powerful stories of vulnerability, solidarity and strength, highlighting the importance of the support they received. The campaign also includes a donation of over $1 million to cancer charities across Europe and the US including $100,000 to Living Beyond Breast Cancer. The much-needed funds will go towards raising awareness, research and support for cancer services.  

In addition to the global donation of over $1 million, Primark is setting an ambitious target of raising an additional $1 million by running in-store fundraising and activations in all markets including all 27 stores in the US. Colleagues and customers are invited to get involved in Primark’s campaign with the hope of raising significant additional, much-needed funds for local charities including Living Beyond Breast Cancer. 

Primark’s latest Breast Cancer Awareness collection includes 37 products and is made up of two ranges: The post-surgery range, which includes specialist product developed for women affected by breast cancer. Then the solidarity range, which is a limited-edition range available to mark Breast Cancer Awareness Month. 

• Post Surgery Range: These products have been designed with support and comfort in mind. The collection includes a zip front wireless bra with concealed zip and a t-shirt bra which fastens at the front, designed for comfort and to be easy to take on and off post-surgery. With prices starting from $9, post-surgery bras are lined with cotton or modal to ensure softness against the skin, include prosthesis pockets and are available in a variety of colors including soft pink, mocha and black.

• Solidarity Range: This year features leisurewear products including hoodies, t-shirts, nightwear and underwear. New to the range are refreshing setting spray, lip oil, glow cream primer, Primark’s well-known travel mug in pink, the pink knit jumper, a wide-leg pyjama set for extra comfort as well as men’s seam free boxers and socks.  

Prices start from $6, and the collection is available in all stores from 1st October.

Primark US President Kevin Tulip, said: “Primark is committed to supporting women for life, and we want women who are affected by breast cancer to feel supported, strong and confident. That’s why we’re supporting Breast Cancer Awareness this October and all year round, through our affordable and accessible post-surgery products, our donations to charity partners, as well as raising awareness of self-checking and the importance of early detection through educational signage in-store and across our digital channels.” 

“We’re so proud of this year’s ‘We’re with you’ campaign which shares the stories of real women, each on their own breast cancer journey. The self-directed videos and photographs remind us that breast cancer is a journey that’s different for everyone, and while support can look different too, it’s only in understanding them that we can better support.”