Mark & Spencer ads feature breast cancer survivors in #ShowYourStrap campaign

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Marks & Spencer has launched a new social media campaign called #ShowYourStrap, featuring women who have either survived breast cancer or have lost a loved one to it.

The retailer has teamed up with charity Breast Cancer Now and model Rosie Huntington-Whiteley with the aim to raise £13 million over the next five years. The charity hopes to prevent 9,000 cases of breast cancer by 2025.

Rosie Huntington-Whiteley and seven women each affected by breast cancer have unveiled the 19 piece range collections. At the launch, the women showed their bra strap to support the new associated social media campaign entitled #ShowYourStrap.

“It has been amazing to co-design and develop this range, and meet the exceptional and inspirational women featured in our campaign. I hope you enjoy wearing the collection in support of such a good cause,” Rosie Huntington-Whiteley said.

Throughout the month, M&S store nationwide will stock a range of the exclusive lingerie which includes a post-surgery bra with specifically developed feature for women who have faced surgery.

M&S will call upon customers to show support for the battle again breast cancer by posting selfies showing their bra strap on social media networks. Nominations of friends and family to do the same will be encouraged, along with donating £3 to Breast Cancer Now via text.

The money raised will go towards Breast Cancer Now’s scientists to help them in their research to discover a way to calculate an individual woman’s risk of developing cancer.

It is hoped this will lead to the development of a risk assessment tool that will better inform women of the options available to them based on their personal risk of breast cancer in the future.

Women in the UK have on average a one in eight chance of developing breast cancer in their lifetime.