London – A new range of underwear aims to educate young women about checking their breasts, in order to detect signs of breast cancer.
Breast awareness charity CoppaFeel! has worked with fashion brand Boohoo and creative agency AMV BBDO to create the Life Saving Lingerie collection. Comprising three graphic bras that use different patterns to guide wearers on how to check their breasts, the collection’s release coincides with the end of Breast Cancer Awareness Month. Washing labels inside the bras will also describe the other symptoms for young women to be aware of.
In addition to working with 12 female illustrators on a series of campaign artworks, AMV BBDO has created a 60-second film promoting the bras. ‘We’re really pleased for the opportunity to spread our message with Life Saving Lingerie,’ says Kris Hallenga, founder of CoppaFeel! ‘CoppaFeel! exists to stamp out the late detection of breast cancer by educating young people about their boobs and encourage them to get anything abnormal checked out.’
Earlier this year, Topshop and Topman similarly sought to turn garments into wellbeing manifestos by introducing a series of care labels that encourage wearers to take better care of their mental health.