Asda Breast Cancer Awareness Month


Coinciding with Breast Cancer Awareness Month this October, the team at George at Asda have launched their “Tickled Pink” post surgery andATT00001 headscarf ranges. The specialist range of post-surgery lingerie includes matching sets, sports bras and swimwear and have been developed with Breast Cancer Care and feedback from women who have been diagnosed with breast cancer. The ranges are all fit-tested and designed with post-surgery comfort and prostheses in mind. The collection for post-surgery and beyond includes soft, front-fastening bras for ultimate comfort following surgery and come in a variety of designs. All designs have all been given the seal of approval by Breast Cancer Care, the only UK-wide support and information charity, as suitable for women during and after treatment. 10% of sales from both ranges will be donated to the Tickled Pink campaign, supporting Breast Cancer Campaign and Breast Cancer Care.

ATT00004Kate Croxton, Head of Services for the South of England at Breast Cancer Care, helped George develop the bras and ensure they were suitable for women after treatment. On the soft front fastening bra, she said: “After surgery or treatment, many women experience low self esteem and feel much less confident about their body. People often tell us they struggle to find pretty or lacy lingerie and this can make any negative feelings a women may have about her body even worse. After treatment or surgery, it’s really important to consider the depth of the side panels of a bra or swimwear. These designs have sufficient fabric providing support and also cover excess skin and allow coverage of any scarring. They also have a full cup to hold and cover a prosthesis.”

In addition, this year in support of Breast Cancer Awareness Month 2014 Asda has teamed up with some of the nation’s favourite brands and turned its much-loved products a gorgeous shade of pink. A percentage of the sales from each product sold will go to the Tickled Pink campaign supporting Breast Cancer Campaign and Breast Cancer Care.

  • Breast Cancer Care provides specialist support and tailored information for people with breast cancer and their families and Breast Cancer Campaign helps fund innovative, world-class research into fighting the disease. Asda’s Tickled Pink campaign is in its 18th year and has, to date, raised more then £40 million for the two charities.

  • Breast cancer is the most common cancer in the UK and accounts for nearly one in three of all cancers in women. In the UK, around 50,000 new cases of breast cancer are diagnosed each year – that’s 138 a day.
  • If you want more information about post-surgery lingerie or hair loss after chemotherapy visit or call the helpline on 0808 800 6000 to find out more about Breast Cancer Care’s Lingerie Evenings or HeadStrong service


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