This October, Primark will launch its new Breast Cancer Awareness collection alongside a campaign celebrating how women support one another from breast cancer diagnosis through to treatment and beyond. The campaign shares the stories of four women affected by breast cancer, highlighting the practical tips, recommendations and small comforts that can help make things that bit easier.
As part of the campaign, Primark will donate over £1 million to cancer charities across Europe and the US, helping to fund vital research, awareness and support services for people affected by cancer. In the UK, the retailer will donate £300,000 to leading UK charity Breast Cancer Now to support it’s Someone Like Me programme. The programme, which Primark has funded for the past four years, matches people affected by breast cancer with a trained volunteer who’s had a similar experience, to answer questions, offer support or simply listen.
Alongside this donation, Primark is aiming to raise a further £1 million across its stores globally, with colleagues and customers coming together throughout the month to support charity partners. In the UK, customers can donate at till points in all stores from the 1st to 25th October.
Speaking about Breast Cancer Now’s Someone Like Me programme, Zelda Burborough, who features in this year’s campaign said: “It is very easy to minimise breast cancer to protect family and loved ones, but that can feel very lonely. You are not alone. I found Breast Cancer Now’s Someone Like Me service really helped by matching me with a breast cancer survivor. They support you, help you navigate the whirlwind and safely get you through to the other side.”
Rachael Franklin, chief engagement officer at Breast Cancer Now, said: “We’d like to say a huge heartfelt thank you to Primark for their continued support this Breast Cancer Awareness Month. A woman hears the words “you’ve got breast cancer” every nine minutes in the UK, and one man every day, so the need for our support has never been greater. Not only will their campaign highlight the power of women sharing their breast cancer experiences, the funds raised will mean we can be there for even more people through Someone Like Me, our peer support service, so nobody has to face breast cancer alone.
“We have a bold vision that by 2050, everyone diagnosed with breast cancer will live and live well. We can’t do it on our own, but with support from others including our incredible partnership with Primark we can change the future of breast cancer.”
This year’s collection has been developed in consultation with women affected by breast cancer and brings together specialist post-surgery products with comfortable everyday essentials.
The post-surgery range features specialist products designed with and for women affected by breast cancer and is available in selected Primark stores all year round. The collection includes a breast form (£6), designed to help create an even shape after breast surgery. It is made from lightweight foam for comfort and a natural look and feel and is available in both left and right options in sizes S to XXL.
The range also includes a 2-pack of post-surgery breast pockets (£6), designed to hold a breast form and clip discreetly into any bra, allowing customers to continue wearing their own favourite bras. Made from soft cotton, the breast pockets are breathable and gentle against sensitive skin and are available in left and right options in black and white colourways.
Primark also offers a range of post-surgery bras designed with comfort and practicality in mind. The collection includes styles with prosthesis pockets, wireless support and soft fabrics, as well as a post-surgery support bra (£8) featuring a front closure designed to make dressing easier.
As part of its commitment to making specialist products accessible and affordable, Primark will now cover the VAT on its post-surgery bras in the UK. The change removes the need for customers to claim VAT back themselves, making it easier to access the products they need during and after treatment. For example, the post-surgery support bra selling price inclusive of VAT was £10 but will be sold to customers for £8.
Primark is also launching a limited-edition collection of everyday essentials for Breast Cancer Awareness Month. Featuring a warm colour palette of blush pink, chocolate brown and light grey tones, the collection includes underwear, nightwear, loungewear, knitwear, activewear, slippers, socks and self-care products.
Hero pieces include Primark’s bestselling jersey boyfriend pyjamas set (£13), pink relaxed wide sleeve jumper (£16), buttery-soft cinched waist activewear jacket (£16) and leggings (£11), and mocha wrap cardigan (£12). The collection also features a selection of lifestyle and wellbeing products including water bottles (£6), coffee cups (£5) and hydrating face masks (£1.50).
Ann Marie Cregan, Trading Director at Primark said: “This year’s campaign celebrates the small pieces of advice, reassurance and support that can make such a difference to women navigating breast cancer. Whether it’s practical advice, a kind word or a shared experience, those moments of connection can help people feel less alone, and we wanted to create a campaign that encourages those important conversations.
Throughout the development of our breast cancer range, we’ve listened to women with first-hand experience to understand what they need from our products. From our specialist post-surgery range to comfortable everyday essentials, the collection is designed for women to feel supported.
We know a breast cancer diagnosis can bring many challenges, including the financial impact that often comes with treatment and recovery. That’s why we’re committed to offering specialist products at affordable prices all year round.”
Primark’s Breast Cancer Awareness range is in stores from 1st October with prices starting from £6 for the post-surgery range. Browse online or in-app and pick up in store via Click & Collect in Great Britain.
