Primark: new campaign and new collection for breast cancer awareness

On the occasion of Breast Cancer Awareness Month, Primark launches the new campaign Breast Cancer Awareness, accompanied by a collection of specialist post-operative products.

The campaign tells the stories of four women who have faced breast cancer, highlighting practical advice, suggestions and small gestures of comfort that can make a difference in everyday life.

The donations

As part of this initiative, Primark will donate over 1 million euros to cancer organisations in Europe and the United States, helping to fund research, awareness activities and support services for people affected by cancer. In Italy, the retailer will donate 100.000 euros to Fondazione Airc to support three breast cancer research projects: two Investigator Grants, intended for established researchers, and a My First Airc Grant, intended for an emerging young talent.

In addition to this donation, Primark aims to raise a further million euros in its stores globally, involving colleagues and customers throughout October in support of its partner organisations. In Italy, customers will be able to make a donation to Airc at the tills of all stores from this week until 31 October.

The comments

Chiara Occulti, chief marketing & fundraising officer of Fondazione Airc, emphasises: “Breast cancer is now the most frequently diagnosed cancer in women, but thanks to the continuous progress of research, more and more patients can face a diagnosis with better prospects and an improving quality of life. We are therefore particularly grateful to Primark for renewing its commitment alongside Fondazione Airc, enthusiastically involving its community of employees and customers around a cause that concerns us all. Behind every advance in research there are, in fact, people who choose to play their part: when a community mobilises, its contribution goes beyond financial support, helping to spread awareness, confidence and participation. It is thanks to this shared commitment that we can continue to accelerate the work of researchers and build a future in which breast cancer is increasingly treatable for all women”.

Ann Marie Cregan, trading director at Primark, said: "This year's campaign celebrates those small tips, reassurances and support that can make a huge difference to women facing breast cancer. Whether it is a practical suggestion, a kind word or a shared experience, these moments of connection help people feel less alone, and we wanted to create a campaign that encouraged precisely these important conversations. During the development of our breast cancer range, we listened to women with first-hand experience in order to truly understand their needs. From the specialist post-operative range to everyday essentials, the collection is designed to help women feel supported during and after treatment. We know that a breast cancer diagnosis can bring many challenges, including the financial impact often associated with treatment and recovery. That is why we are committed to offering specialist products at affordable prices all year round".

The collection

This year's collection was developed in collaboration with women who have experienced breast cancer first-hand and combines specialist post-operative products with essential, comfortable everyday clothing.

The post-operative range includes specialist products designed together with and for women affected by breast cancer and is available all year round in a selection of Primark stores. The collection includes an external breast prosthesis, designed to help recreate a balanced shape after breast surgery. Made from lightweight PU foam for comfort and a natural appearance, it is available for the right and left sides in sizes from S to Xxl.

The range also includes a pack of 2 post-operative prosthesis pockets, designed to hold the breast prosthesis and attach discreetly to any bra, allowing customers to continue wearing their favourite styles. Made from soft cotton, they are breathable and gentle on sensitive skin, available in right- and left-side versions in white and black.

Alongside these products, Primark offers a selection of post-operative bras designed to provide comfort and practicality. The collection includes styles with prosthesis pockets, wire-free support and soft fabrics, as well as a post-operative support bra with a front fastening designed to make dressing easier.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.