Primark pledges over one million euros to cancer charities alongside post-operative range
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Irish value retailer Primark is to donate more than one million euros to cancer organisations across Europe and the US, timed to Breast Cancer Awareness Month in October. The commitment accompanies a new Breast Cancer Awareness collection, which goes on sale in stores from October 1.
The donations will fund research, awareness work and support services for people affected by cancer. Primark is also aiming to raise a further one million euros through its stores worldwide during October, with staff and shoppers asked to contribute to its partner charities.
Among the beneficiaries is Italian cancer research charity Fondazione AIRC, which is receiving 100,000 euros for three breast cancer research projects. In Italy, customers can also donate to AIRC at the till in all Primark stores until October 31.
A year-round post-operative line
The collection was developed with women who have been through breast cancer and has two parts. The first is a range of specialist post-operative products that Primark sells all year in selected stores.
It includes an external breast prosthesis made from lightweight PU foam, and a two-pack of cotton prosthesis pockets that attach to any bra. The line is completed by wire-free post-operative bras with prosthesis pockets and a front-fastening support bra.
The second part is a limited-edition capsule for October in dusty pink, chocolate brown and light grey. It spans underwear, pyjamas, loungewear, knitwear, activewear, slippers, socks and personal care products.
Shaped with patients
The accompanying campaign tells the stories of four women who have had breast cancer, focusing on the practical advice and small gestures of support that helped them day to day.
Ann Marie Cregan, trading director at Primark, said the range was shaped by listening to women with direct experience of the disease. "We know that a breast cancer diagnosis can bring many challenges, including the financial impact often associated with treatment and recovery. That's why we are committed to offering specialist products at affordable prices all year round," she said.