The British charity encourages young women to check themselves for signs of breast cancer, to help avoid the disease being diagnosed in its later stages when it is harder to treat.
ASOS has rolled out CoppaFeel’s #BraHijack campaign labels on its own-brand lingerie, including bras and bodies. The labels inform women that checking breasts can save lives, and also display the CoppaFeel logo. Women are then directed to the CoppaFeel website, where they can find instructions about how to check their own breasts.
Kris Hallenga, chief executive officer of CoppaFeel, was diagnosed with stage four breast cancer in 2009, when she was just 23. She said: “It’s awesome Asos [has] committed to #BraHijack. Their reach to young people is amazing and it’s a dream to work with them.”