Debenhams awareness campaign aims to raise £200k

Department store chain Debenhams has revealed it is supporting Breast Cancer Awareness Month with a social media campaign to inspire women to find time for themselves.

Debenhams has been supporting breast cancer charities for more than 14 years, raising in excess of £4m in the process. This year it is working with charity partner, Breast Cancer Now, and hopes to raise £200,000 through its latest campaign, dubbed ‘#GetBackToYou’.

The campaign has been created using the insight that women affected by breast cancer whilst on the journey to recovery crave to return to find a release from the regime of medical appointments. It aims to inspire women on the little things they can do to make them feel good and find time for themselves.

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Throughout the rest of the month, Debenhams will be supporting Breast Cancer Now, with the sale of 30 exclusive products across lingerie and other women’s clothing, carrying donations between 10% and 25% of the sale price.

A new post-surgery bra range, Spirit, has been launched featuring Breast Cancer Now ambassador, Wendy Aitken as the face of the campaign, appearing on all packaging and point of sale for the collection. To date, more than 60,000 views of a video featuring Wendy and the Spirit range have been delivered on social media.

Richard Cristofoli, Debenhams’ marketing director, said: “Support for Breast Cancer Awareness Month is a key part of our annual charity plan which sees us raise more than £1m for our charity partners each year. It is vital that we find new, innovative ways to engage our customers and raise awareness and funds to fight this disease which affects so many women. #GetBackToYou aims to create noise across all channels whilst delivering a clear point of view on how women fighting this can feel supported.”

Cristofoli added that through the #GetBackToYou campaign, Debenhams hopes to encourage dialogue amongst customers and Breast Cancer Now ambassadors on how small things can provide a mental lift and a greater feeling of wellbeing.



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