Tesco has become the first supermarket to commit to breast cancer awareness charity CoppaFeel!’s #brahijack campaign.
Potentially life-saving bra labels, which remind consumers to check their boobs, have been introduced into the backs of F&F’s co-ordinate and everyday lingerie ranges available online and in over 600 Tesco stores nationwide.
CoppaFeel! CEO Kris Hallenga said: “We’re super excited that F&F have committed to #BraHijack. Their nationwide reach to women is amazing and we can’t wait for the lingerie to drop into stores and help spread our boob checking message.”
Launched in October 2013, BraHijack is an ongoing campaign to educate people on the importance of checking their breasts regularly and knowing the signs and symptoms of breast cancer.
Large-cup British brand Curvy Kate and online retailer Very.co.uk were the first companies to sign up to BraHijack, before Gossard, Panache, Lepel, Tutti Rouge, Ann Summers and ASOS followed suit.
F&F head of Buying for Essentials Rosie Robbins said: “We are really excited to be supporting the CoppaFeel! #brahijack campaign – it’s incredibly important women check themselves regularly for breast cancer because it really does save lives. These little reminders have huge potential to make a real difference in the fight against breast cancer.”