Lingerie brand to donate sale proceeds to NGO working for cancer awareness and prevention

With October marked as the month of Breast Cancer Awareness every year, the company will be donating a portion of the funds generated through their sales during the month to Cancer Patients Aid Association (CPAA) like previous years.

CPAA is an India-based non-profit organisation which works towards creating awareness about cancer, early detection and treatment through their core philosophy – ‘total management of cancer’ – especially among the underprivileged.

According to a report, every four minutes, a woman is diagnosed with breast cancer - the most common cancer occurring among women globally and in India.

With breast cancer accounting for 14 percent of cancers in Indian women annually, nearly 1,80,000 women are diagnosed with it in the country, and around 90,000 women die of the disease each year.

According to Wacoal, their #WacoalKnowsBreast initiative is designed to raise awareness about the importance of early detection, diagnosis, and treatment of breast cancer.
Pooja Merani, COO-Wacoal India, said, “With awareness about breast cancer crucial for women not only in India but around the globe, we are proud to associate with a notable organisation such as the CPAA to create a considerable impact in this area.”

And in line with this thought process, the company said, they have conceptualised the three-finger gesture for the campaign by placing the right hand on the left chest and showing the number three with one’s fingers.

The gesture stands for the three-finger self-test one can do to check their breast for lumps (and also stands for the alphabet ‘W’ in Wacoal).

Neeta More Executive Director-Diagnostic Services, Cancer Patients Aid Association said, “While breast cancer is one of the most commonly found cancers in India, it is reassuringly treatable and immensely curable. At CPAA, it is our aim to raise awareness alongside early detection and support for cancer treatment.”

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