Breast cancer awareness charity urges women to “Check Your Puppies”

11:22 06 March 2013

CoppaFeel! and Cosmopolitan have teamed up to urge people to check their breasts regularly to detect early signs of breast cancer. Picture: Anotonio Petronzio/Cosmopolitan

CoppaFeel! and Cosmopolitan have teamed up to urge people to check their breasts regularly to detect early signs of breast cancer. Picture: Anotonio Petronzio/Cosmopolitan

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A breast cancer awareness charity has joined forces with a magazine to urge women to “Check Your Puppies” as part of a breast cancer awareness campaign.

Breast cancer facts

•Breast cancer is more common in older women, but there were 541 cases of breast cancer in 18-35-year-olds last year alone

•More women have their eyes tested than check their breasts

•Nine out of 10 women who are diagnosed at the earliest stage (stage 1) survive beyond five years

•Nine out of 10 breast lumps are not cancerous, but they should be checked out as soon as they’ve been noticed

CoppaFeel!, founded by Londoner Kristin Hallenga, has teamed up with Cosmopolitan to launch the campaign using pictures of cute canines sitting in bras.

Kristin was diagnosed with breast cancer in 2009, and soon discovered the cancer had spread to her spine.

She set up CoppaFeel! to urge women to check their breasts to improve early detection of cancer.

Last year Kristin carried the Olympic Torch for her campaigning work.

Pictures of puppies will be released once a month as part of CoppaFeel! and Cosmopolitan's Check Your Puppies campaign. Picture: Anotonio Petronzio/CosmopolitanPictures of puppies will be released once a month as part of CoppaFeel! and Cosmopolitan's Check Your Puppies campaign. Picture: Anotonio Petronzio/Cosmopolitan

The 27-year-old said: “Women stand a one in eight chance of getting breast cancer at some point in their lives.

“Getting women to regularly check their breasts therefore has to become a ritual and needs to be on people’s minds all year round. The more we remind people, the more we hope it’ll become a habit.”

At the beginning of each month via Cosmopolitan’s website and Facebook page and on its Twitter, using the hashtag #CheckYourPuppies, a picture of puppies in a bra, taken by Anotnio Petronzio, will be posted. To coincide with this, CoppaFeel!’s free app will also deliver a puppy image to its users on a monthly basis.

These images will serve as a regular reminder to women nationwide to check their own ‘puppies’ and hopefully save lives.

The Check Your Puppies campaign is launched in the April issue of Cosmopolitan, out now.The Check Your Puppies campaign is launched in the April issue of Cosmopolitan, out now.

Louise Court, editor of Cosmopolitan, said: “It’s almost six months since Breast Awareness month.

“With over a third of women admitting they never check their breasts, it’s essential that boob checking remains at the top of women’s agendas.

“Early detection saves lives, so we’re urging women to help us spread the Check Your Puppies message by sharing our pictures as widely as they can.”

The #CheckYourPuppies campaign launches in the April issue of Cosmopolitan, on sale now.

CoppaFeel! founder Kristin Hallenga carries the Olympic Torch in Tower Hamlets. Picture: Thomas FuchsCoppaFeel! founder Kristin Hallenga carries the Olympic Torch in Tower Hamlets. Picture: Thomas Fuchs

Behind the scenes footage for the campaign can be viewed at Cosmopolitan’s Check Your Puppies website.

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