Penneys launches post-surgery bras for Breast Cancer Awareness Month

Ottoline Spearman

Penneys has launched its annual Breast Cancer Awareness campaign, raising awareness of the importance of self-checking and the support needed after a breast cancer diagnosis.

This year sees the sale of products designed for women post-surgery, including specialist bras, foam breast implants for bras, and a breast cancer solidarity range.

Prices start from just €5, and the collection is available in all stores across 21 stores in Ireland from October 1st.

This is its largest ever 49-piece Breast Cancer Awareness collection.

The campaign, now in its fifth year, includes a donation of €1 million to cancer charities - including €100,000 in Ireland to the Irish Cancer Society.

Penneys is also inviting its customers to join fundraising initiatives and activations across its stores, with the hope of raising an additional €1 million.

Penneys has also partnered with the Irish Cancer Society to host a series of awareness roadshows in seven stores across Ireland, where customers can learn more about the importance of performing self-checks and being breast aware.

Each year in Ireland, over 3,600 people hear the words ‘You’ve got breast cancer’. - Glenda Ryan

In addition, three pop-up events will take place in Dublin shopping centres – Blanchardstown (October 7th), Liffey Valley (October 8th), and Tallaght (October 13th) – where customers can talk with Irish Cancer Society representatives and win some prizes.

Fintan Costello, Head of Penneys Ireland and Northern Ireland, said: “Penneys is committed to supporting women for life. We want women at all stages of their breast cancer journey to feel supported, strong and confident."

Glenda Ryan, Director of Fundraising & Marketing at the Irish Cancer Society, said: "Each year in Ireland, over 3,600 people hear the words ‘You’ve got breast cancer’.

"We typically receive only 5% of our funding from the Government, so the vital funds raised in Penneys stores across Ireland go directly towards fueling our investment in groundbreaking breast cancer research and free support services for breast cancer patients and their families."