Primark is stepping up its support for breast cancer awareness this year with its largest-ever campaign, pledging over £1 million in donations to cancer charities across the UK, Europe, and the US. This includes a substantial £330,000 donation to UK-based charity Breast Cancer Now, which will fund the charity’s essential ‘Someone Like Me’ service for a second year.
This year marks Primark’s fourth annual Breast Cancer Awareness campaign, which centres on the theme ‘We’re with you’. The campaign highlights the experiences of five women from different countries who have been affected by breast cancer. Through self-directed videos and photographs, these women share their inspiring journeys, offering a powerful reminder of the importance of support and awareness.
A New Collection to Provide Comfort and Support
In addition to the charity donations, Primark will launch its biggest-ever range of products aimed at supporting those affected by breast cancer. Available from 1 October in stores across the UK, the 37-piece collection includes both a post-surgery range and a solidarity range. The post-surgery collection features specialist items developed with input from women who have experienced breast cancer, including a zip-front wireless bra with concealed zips and a t-shirt bra that fastens at the front. All bras are designed with comfort in mind and are lined with cotton or modal for softness against the skin. Prices for these items start from £7.
The solidarity range, released to mark Breast Cancer Awareness Month, features leisurewear such as hoodies, t-shirts, and nightwear. The collection also includes beauty products like setting spray and lip oil, along with Primark’s iconic pink travel mug. Prices for the solidarity range begin at £4, making the products accessible to a wide audience.
Primark’s UK Retail Director, Kari Rodgers, expressed the company’s commitment to supporting women through all stages of their lives: “Breast cancer is something that can affect anyone, and I know so many of our customers and colleagues will have been touched by it in some way throughout their lives. That’s why we’re so proud to once again be working with Breast Cancer Now to continue raising awareness and donating vital funds, and to be offering customers our biggest ever range of affordable and accessible products to support those who really need it.”
Supporting Cancer Charities Globally
Primark’s donation will not only support Breast Cancer Now in the UK but will also help fund cancer charities across Europe and the US. The company’s contribution to Breast Cancer Now will specifically help fund the ‘Someone Like Me’ service, which connects people affected by breast cancer with trained volunteers who have shared similar experiences. Last year, this service provided over 2,000 hours of personalised support through phone calls, offering much-needed comfort and advice to those in need.
Rachael Franklin, Director of Fundraising, Communications, and Engagement at Breast Cancer Now, said: “We’re incredibly grateful to be partnering with Primark once again, funding our vital ‘Someone Like Me’ service for the second year. This partnership means we can be there for more people affected by breast cancer, as well as raising vital breast awareness through in-store activations.”
To further boost awareness, volunteers from Breast Cancer Now will be visiting ten flagship Primark stores throughout October to share information and advice with shoppers.
Encouraging Customers to Get Involved
Primark is inviting customers and colleagues to participate in fundraising initiatives throughout October to increase donations and awareness for breast cancer. These in-store activations aim to create a sense of community and solidarity with those affected by breast cancer, ensuring that everyone has the opportunity to contribute to this crucial cause.
As Breast Cancer Awareness Month approaches, Primark’s campaign stands out for its scale, ambition, and commitment to making a real difference. By combining charity donations, a new product range, and in-store awareness activities, the retailer is demonstrating its dedication to supporting those affected by breast cancer, while making it easy for customers to get involved. With one woman diagnosed with breast cancer every ten minutes in the UK, Primark’s support is more important than ever.
