# Marks & Spencer aims to raise £13 million for Breast Cancer Now - Link: https://fundraising.co.uk/2015/09/28/marks-spencer-aims-to-raise-13m-for-breast-cancer-now/ - Published: 2015-09-28T13:42:59+01:00 - Author: Howard Lake **Marks & Spencer have committed to raising £13 million over the next five years for Breast Cancer Now with the goal of preventing 9,000 cases of breast cancer a year by 2025.** The partnership has begun with a social media campaign on Twitter, Facebook and Instagram in which M&S customers are inviting to post a selfie showing their bra strap with the hashtag **#showyourstrap**. They are invited to donate £3 to Breast Cancer Now via text when they do so, and to encourage their friends and family to do so too by nominating them. Celebrities have already got the campaign underway: ## Advertisement [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/) https://instagram.com/p/8K_okcCaAv/   > "[#ShowYourStrap](https://twitter.com/hashtag/ShowYourStrap?src=hash&ref_src=twsrc%5Etfw) > to help fight breast cancer, I nominate [@Mcgiff](https://twitter.com/McGiff?ref_src=twsrc%5Etfw) > to show hers! TEXT SUPPORT to 70003 to donate £3" [pic.twitter.com/3ezF9Tjpnf](http://t.co/3ezF9Tjpnf) > — Denise Welch (@RealDeniseWelch) [September 28, 2015](https://twitter.com/RealDeniseWelch/status/648411317750075392?ref_src=twsrc%5Etfw) ## Exclusive lingerie Throughout October M&S shops and its website will promote the partnership and stock a range of fragance, flowers, and exclusive lingerie,  including a post-surgery bra with specifically developed features for women who have undergone surgery, all of which will include a donation to Breast Cancer Now. M&S’ biggest store, Marble Arch on Oxford Street, will turn pink for October. Jo Jenkins, Director of Womenswear, Lingerie and Beauty at M&S said: > “This is a campaign that will have a direct impact on the fight against breast > cancer and it is a cause that matters to our customers. Over the past 14 years, > together with our customers, we’ve raised over £20 million for Breakthrough Breast > Cancer, now [Breast Cancer Now](http://breastcancernow.org), and we’re now making > it even easier for our customers to get involved and donate to this amazing cause.” ## Spark Something Good The five-year campaign will also include a wellbeing programme to share the most up to date advice on which steps women can take now to help reduce the risk of breast cancer, such as maintaining a healthy weight. The partnership between M&S and Breast Cancer Now is part of [Spark Something Good](http://corporate.marksandspencer.com/plan-a/get-involved/spark-something-good), which aims to get M&S employees and customers involved in Plan A, the company’s eco and ethical programme. Launched in July this year, customers and employees can get involved by volunteering in their community, [Shwopping](http://corporate.marksandspencer.com/plan-a/our-stories/about-our-initiatives/shwopping) old clothes or donating to local and national causes, including supporting the battle against breast cancer. * **[Selfie campaign to raise funds for sight loss prevention](https://fundraising.co.uk/2016/08/05/selfie-campaign-raise-funds-sight-loss-prevention/)**( 5 August 2016) * **[Cancer survivor launches #DareToBare campaign on International Women’s Day](https://fundraising.co.uk/2017/03/08/cancer-survivor-launches-daretobare-campaign/)**( 8 March 2017) * **[Will the Selfie be upstaged by the UnSelfie?](https://fundraising.co.uk/2013/11/27/will-selfie-upstaged-unselfie/)**( 27 November 2013)