Boux Avenue has extended its partnership with breast cancer awareness charity CoppaFeel! for October, launching a campaign featuring four women sharing their experiences of the disease.
The lingerie retailer is marking Breast Cancer Awareness Month with a series of photographs, videos and handwritten messages from Laura, Shelley, Amber and Danielle, who discuss their diagnoses, treatment experiences and advice for others affected by breast cancer.
The campaign will run across Boux Avenue’s social media channels throughout October, alongside educational content encouraging customers to check their chests regularly and recognise potential signs of breast cancer.
As part of the initiative, Boux Avenue will donate 10 per cent of sales from its Mollie lingerie set in Rose Pink and Jessica mastectomy range to CoppaFeel!, both online and in stores.
The Jessica mastectomy bra, which launched last year, was developed by the retailer’s in-house design team in collaboration with a woman who had undergone breast cancer treatment. Her experience helped inform the design, which is intended for women following breast cancer surgery.
Customers will also be able to make donations at checkout, while stores will display educational materials and checking cards, with visits from CoppaFeel! volunteers planned throughout the month.
Boux Avenue has set a £20,000 in-store fundraising target for this year’s campaign, following a record £18,868 raised for CoppaFeel! during its charity month last year.
A CoppaFeel! spokesperson said: “We’re delighted to continue our partnership with Boux Avenue. Personal stories can be incredibly powerful in helping people understand the importance of knowing their bodies and advocating for their health.
“We’re so grateful to Laura, Shelley, Amber and Danielle for sharing their personal experiences, and to the Boux Avenue community for sparking important conversations and helping us continue our work to educate, encourage and empower more people to check their chests.”
The partnership forms part of Boux Avenue’s ongoing support for CoppaFeel!, which focuses on educating young people about the signs of breast cancer and the importance of early detection.
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