Morrisons partners with the NHS to promote cancer awareness via underwear labels.
- The initiative aims to encourage early detection of breast and testicular cancer.
- Underwear will feature NHS advice alongside standard information, starting with boxer shorts.
- A QR code on the packaging provides access to detailed NHS cancer information.
- Morrisons committed £10,000 to NHS Charities Together and £2m for paramedic training.
Morrisons has taken an innovative step by partnering with the NHS to enhance cancer awareness. The collaboration involves placing NHS advice on underwear labels, specifically targeting the early detection of breast and testicular cancer. This initiative is aimed at encouraging individuals to be more aware of their bodies and to seek medical advice if they notice any unusual changes. The labels will initially appear in 240 stores nationwide, starting with boxer shorts, with crop top bras to follow.
The decision to include health advice in clothing represents a novel approach to health education. Alongside the standard sizing and care information on the fabric labels, a QR code will also be provided. This code directs customers to the NHS website, offering comprehensive information on detecting breast and testicular cancer. This method leverages the wide reach of clothing sales to deliver crucial health messages effectively.
David Scott, Morrisons’ Corporate Affairs Director, stated, “We are proud to be leading the way in offering NHS England a new route to reach customers with important messages about body awareness and the symptoms of breast and testicular cancer.” He emphasised the importance of body awareness, stating that early diagnosis can enhance treatment success and potentially save lives.
This collaboration marks the first instance of the NHS partnering with a national supermarket chain for such a purpose. Dame Cally Palmer, NHS England’s National Director for Cancer, highlighted the impact of early detection on cancer survival rates. She noted that survival rates for breast and testicular cancers have improved significantly over the past fifty years, due to early diagnosis. The campaign leverages Morrisons’ extensive customer base to promote early detection and increase cancer survival rates.
In addition to promoting cancer awareness, Morrisons has donated £10,000 to NHS Charities Together and committed to transferring more than £2 million from its apprenticeship levy to train approximately 200 paramedics with the Yorkshire Ambulance Service. This gesture underscores Morrisons’ commitment to public health and support for healthcare services.
Morrisons and the NHS are working together uniquely to enhance public awareness and early detection of cancer symptoms, potentially saving lives.
