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Clothes store promotes breast health

NAIROBI, Kenya, Jul 16 – Woolworths, one of the brands under the Deacons umbrella, has endorsed a campaign aimed at boosting the level of knowledge on breast health.

Health experts say ignorance about breast health, especially amongst women, endangers many, exposing them to the increased risk of suffering from breast cancer.

“In Kenya today, breast cancer is the second most diagnosed form of cancer. That’s why both men and women are encouraged to get tested in order to catch breast cancer early enough,” said Dr Joseph Githaiga, a breast surgeon at the Nairobi Hospital.

Ms Mary Onyango, the Executive Director, Kenya Breast Health Programme said: “Although breast cancer has a historically low incidence in Africa compared to other continents, the ratio of mortality to incidence is, paradoxically, among the highest in the world due, in part, to low levels of awareness of symptoms and good breast health practices.”

The promotion, dubbed Woolworths’ Back to Brasics, seeks to highlight the need for women to appreciate the importance of knowing their correct bra size as well as providing additional information on breast health.

The campaign will run from July 13h to August 8, 2009 and it will provide women from all walks of life with the opportunity to get measured and establish their correct bra size.

“Surveys done by breast health experts have proven that 80 percent of women world over are wearing the incorrect size of bra,” said Ms Onyango.

Experts have warned that ill fitting bras are not only uncomfortable but also lead to back and neck pain in the long run. It is upon these findings that the Woolworths bra campaign is pegged.

The professional fitting at Woolworths is done by well trained experts who also go the extra mile to explain the functionality of the various bra styles available and what to wear with them.

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Muchiri Wahome, Managing Director of Deacons Kenya Limited said: “This is the fourth consecutive year we have had the Woolworths bra campaign, which we believe is an important initiative designed to enlighten women, on breast health. The Woolworths’ Back to Brasics campaign intends to prompt more women to appreciate their breast health.”

“As part of the Deacons corporate social responsibility, the Woolworths’ Back to Brasics campaign this year will be extended to cover a wider bracket of ladies. This will include running clinics in selected high schools, as a way of providing information that will boost breast health awareness for the future amongst younger women,” Mr Wahome added.

During the school visits, Woolworths will partner with health specialists who will provide information on breast cancer awareness, self breast examination as well as ensure that all girls get measured to establish their correct bra sizes. Due to the fact that young ladies in high school are experiencing changes with their bodies, self esteem matters will also be addressed.

Carol Musei, the Franchise and Buying Manager at Deacons said: “Regardless of your age; if you\’ve never been professionally fitted by a bra expert make a point of visiting one of our Woolworths stores.  Chances are that you will be surprised to discover your correct bra size and, even better, not only be pleased with the way you look and feel as a result, but you’ll be promoting better breast health too.”


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