Morrisons and NHS partner to put ‘vital’ cancer awareness messages on underwear labels
The potentially lifesaving collaboration is the first-of-its-kind in the UK.
Morrisons and the NHS have joined forces to spread vital breast and testicular cancer awareness messaging.
The supermarket chain is working together with the nation’s health service to put advice on the labels of its Nutmeg branded underwear garments at 240 stores nationwide – including here in Greater Manchester – which urges people to contact their GP practice if they spot potential symptoms of breast or testicular cancer.
As part of the first-of-its-kind partnership, the NHS guidance will first be displayed on the fabric labels of boxer shorts, next to where you’d expect to see the standard sizing and care information, and will be then be followed by appearing on the labels of crop tops in the coming months.
There’ll also be a QR code on the packaging and tags that links through to more detailed information on breast and testicular cancer on the NHS website.
Morrisons is the first UK supermarket to roll-out the new labels.
The retailer‘s new partnership with the NHS is the latest move in what health professionals are calling a “significant drive to ensure people are aware of the signs and symptoms of cancer”.
National figures show that 91% of women survive for at least five years if diagnosed at an early stage of breast cancer, whereas this reduces to 39% when the cancer has spread to other parts of the body, while nearly all men survive testicular cancer, if the cancer has spread, survival for five years or more can reduce to 65%.
“This is the first time the whole of the NHS has worked with a national supermarket brand to put health messaging on clothing,” explained Dame Cally Palmer, the NHS England’s National Director for Cancer.
“The aim is to encourage thousands more people to be body aware, so they can spot new or unexplained changes that might be cancer symptoms early, and contact their GP practice for checks if concerned.”
Morrisons’ Corporate Affairs Director, David Scott, said the retailer is “proud to be leading the way” in offering the NHS “a new route to reach customers” with important messages about body awareness and the symptoms of breast and testicular cancer, adding: “The new care labels on our crop top bras and boxers urge people to get to know their bodies, so that they can more easily notice changes and to contact their GP practice sooner if something doesn’t feel right.
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“In the majority of cases, it won’t be cancer, but where it is cancer, diagnosing it early means treatments are more likely to be successful and can ultimately save lives.”
Featured Image – Morrisons