Cosmetic brand Avon has extended its partnership with Liverpool FC Women to support the breast cancer charity CoppaFeel! during Breast Cancer Awareness Month.
The brand previously partnered with the football team as part of its I Can Be campaign to help end gender discrimination.
As part of the initiative Avon was promoting at the team’s match against Yeovil Town on 14 October by wearing Avon’s awareness eyelash t-shirt and launching activities for spectators to take part in, including a ‘boob penalty shoot-out’.
Avon’s General Manager Matthieu Comrad said: “We want to encourage people across the UK, regardless of their age or gender, to check their boobs or pecs once a month as well as raise money to support out charity partner CoppaFeel!.
“The support of Liverpool FC Women allows us to reach even more women throughout the UK and across Merseyside to help reach our target of sharing the book checking message with five million women this BCAM.”
According to the brand, over the last 26 years the beauty brand has raised nearly £20m for breast cancer charities.
CoppaFeel!’s CEO Natalie Kelly said: “Knowing your boobs really can save your life.
“We encourage people that it’s not about looking for cancer, but to be aware of the signs and symptoms and know they’re normal.
“Then, if something doesn’t feel right they have the confidence to get checked out and seek medical advice.”
Breast cancer is the most common form of cancer among women in the UK; according to Cancer Research UK one in eight women are diagnosed each year as well as 400 men.
Meanwhile, one in four women are unaware of how to check their breasts and less than a third do so check on a regular basis, claims CoppaFeel!.
