4media group recently worked with Debenhams on their Breast Cancer Now campaign. Cancer charity Breast Cancer Now and the Daily Mirror teamed up in search of women of all ages, shapes and sizes – who have undergone breast surgery following a breast cancer diagnosis to become the face of their post-surgery 2018 range.  

The new range will launch across Debenhams stores and online on Monday 1 October 2018, marking the start of Breast Cancer Awareness Month. 

The Campaign

Breast cancer is the most common cancer in the UK and one in eight women will face it in their lifetime. Just over 80% of people diagnosed with breast cancer in the UK have surgery, with 43% of women having a mastectomy. 

While advances in research and treatment are now seeing more women survive breast cancer than ever before, the impact of surgery for breast cancer on a woman’s confidence and body image can be profound and life-long. That’s why it is hugely important to have suitable lingerie available on the high-street to help women feel their best after their diagnosis and surgery. 

Many women with breast cancer admit that they felt a loss of identity and self-confidence following their diagnosis and craved emotional support. Having a bra that’s comfortable and that fits correctly can help to make a real difference to how some women feel post-surgery. 

Joining us in the studio to tell us more about the search and how women from all over the UK can enter was Katherine Woods, Senior Research Communications Manager at Breast Cancer Now.


The campaign was a huge success with a full day of broadcast interviews. The broadcast day featured 16 interviews, with 7 BBC Radios including BBC Wiltshire & Swindon, BBC Devon, BBC Lancashire, BBC Scotland, BBC Jersey, BBC Cambridge and BBC Guernsey.



Coverage Highlights