8-minute self-check: bonprix raises awareness for early breast cancer detection with campaign and lingerie collection

Since 2017, international fashion brand bonprix has been working with Brustkrebs Deutschland e.V. (Breast Cancer Germany) to raise awareness among women about the importance of early detection of breast cancer. This autumn, a specially developed, broad-based campaign under the motto ‘Small routine. Big impact’ is the focus of activities and offers support for breast self-examination. The company wants to raise awareness of this important issue not only during International Breast Cancer Awareness Month in October.

Breast cancer is one of the most common cancers in women. The earlier it is detected, the better the treatment options and chances of recovery. Regular self-examination can make a decisive contribution to this. With this year's awareness campaign, bonprix is encouraging women to establish this important monthly routine.

‘Breast cancer is a very sensitive topic that can affect many of us directly or indirectly. As a fashion brand with a predominantly female customer base and a wide reach, we want to use our campaign to help women overcome their fears and encourage them to make breast self-examination a positive routine,’ explains Carolin Klar, Managing Director and responsible for purchasing, procurement and corporate responsibility at bonprix.

The campaign

The broad-based, international digital campaign, developed in collaboration with the digital agency oddity, focuses on the fact that a monthly breast self-examination takes only eight minutes. Under the slogan ‘Small routine. Big impact’, bonprix encourages women to take their health into their own hands and take an important first step in preventive care in just eight minutes. Accompanied by a symbolic ‘8’ that forms an infinity sign and suggests breasts, bonprix aims to combine this important message with a touch of lightness in images and short clips. The central element is always a guide to self-examination, which is available to download as a PDF for printing. The basis for this is a dedicated landing page in the online shops and posts on the brand's social media channels.

‘As Global Breast Cancer Awareness Month, October is a key moment to draw attention to the importance of early detection of breast cancer. It is a matter close to our hearts to keep putting this issue on the agenda beyond October,’ explains Carolin Klar. That's why the campaign will run not only in October, but until the end of the year, and the commitment is set to continue in 2024.

The Pink Collection

Part of the awareness campaign is the limited edition ‘Pink Collection’ lingerie range, which was launched in 2017 and has been released every autumn since then in the bonprix online shop. This year, it consists of a two-tone cups bra with bow detail and a bustier double pack in magenta red and beige made from recycled polyamide, which can be seen in the campaign images. For the first time since 2017, bonprix is offering the Pink Collection beyond the German-speaking region in many other European markets.

Support for Brustkrebs Deutschland e.V.

With its commitment, bonprix not only wants to promote women's health, but also support the important work of Brustkrebs Deutschland e.V., which is celebrating its 20th anniversary this year. In addition to the high-profile awareness campaign, the fashion company also donates a fixed amount to the organisation every year.

Renate Haidinger, chairwoman of Brustkrebs Deutschland e.V., values the long-standing partnership: ‘Thanks to the help and valuable initiative of partners such as bonprix, we are able to reach many more women through different channels and can work together to raise awareness of the important issue of early breast cancer detection.’