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World’s biggest bra, wear it pink day

After last year’s successful partnership with Breast Cancer Campaign we knew we wanted to come up with something innovative and ‘big’ for 2011

Vanish, supporter of Breast Cancer Campaign’s wear it pink, has created the world’s biggest bra to mark the largest day of fundraising in Breast Cancer Awareness Month. The bra has been rigged up on the ITV Southbank building, where it will be officially revealed on This Morning by Hollyoaks actress Gemma Merna on 28th October, providing an eye-popping sight on both sides of the Thames.

Guinness officials have granted record-breaking status for the giant pink bra, which measures 32 metres around the ‘chest’ and features cups that are 34B, would be a size 1222B in real terms. The bra will now take its place in the Guinness Book of Records.

“After last year’s successful partnership with Breast Cancer Campaign we knew we wanted to come up with something innovative and ‘big’ for 2011” said Stefan Gaa, Marketing Director of RB UK, manufacturers of Vanish. Building the world’s largest bra seemed to be tailor made for wear it pink day. Vanish is very proud to be involved with this important campaign, supporting Campaign through on pack and Facebook donations. This is an issue that affects so many women and their families and Campaign are doing a vital job in raising funds for research and keeping breast cancer high profile. The Vanish/Breast Cancer Campaign record-breaking bra is a fitting focal point for this year’s fundraising activities.”

Last year hundreds of thousands of people took part in wear it pink by wearing an item of pink and each donating £2, raising a staggering £2.5 million for breast cancer research. Every year, some 48,000 are diagnosed with breast cancer and wear it pink helps to fund cutting-edge research into this disease which affects so many.

wear it pink is supported by Vanish, which has committed to raising an incredible £250,000 for the charity this year. The giant bra was modelled on a design supplied by Debenhams, the official wear it pink t-shirt retailer.

Donate at wearitpink.co.uk or text PINK44 £2 to 70070

Vanish/Breast Cancer Campaign ‘Bra Facts’

• The bra took 4 weeks to make from lightweight spinnaker nylon
• It took 375 square metres of fabric
• It measures 27 metres under the bust, 31 metres around the bust
• It is equivalent to a 34B
• The fabric weights 75 kilos but with the metal fasteners it weighs a total of 90 kilo

ENDS

Press contact:

Sarah Davis, DD 0207 749 3727,
Email: sdavis@breastcancercampaign.org
[for Vanish – for trade press release only: contact Penny Roberts, the firm 0208 899 6110 par@thefirmcomms.com ]

Notes to editors:

• Breast Cancer Campaign aims to beat breast cancer by funding innovative world-class research to understand how breast cancer develops, leading to improved diagnosis, treatment, prevention and cure

• Currently it supports 81 research projects, worth over £15.5 million, in 31 centres of excellence across the UK and Ireland

• Breast cancer is the most common cancer in the UK and accounts for nearly one in three of all cancers in women

• In the UK, nearly 48,000 new cases of breast cancer are diagnosed each year - that’s 130 a day

• Visit www.breastcancercampaign.org or www.wearitpink.co.uk
• The bra by Debenhams is available in-store and online at Debenhams.com

Reckitt Benckiser (RB) is a world leader in household, health and personal care. It is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation – an average 35% of net revenue comes from innovations launched in the prior 3 years. It has a strong portfolio led by 19 global powerbrands which are: Finish, Lysol, Dettol, Vanish, Woolite, Durex, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil, Strepsils, Gaviscon, Mucinex, Scholl and French’s, and they account for 69% of net revenue. RB people are at the heart of the company’s success. They have an intense drive for progress and action and a desire to outperform wherever they focus, including in CSR where the company has the most ambitious corporate responsibility programme in the industry through its Carbon 20 initiative. Headquartered in the United Kingdom, the company employs about 25,000 people worldwide, with operations in over 60 countries and sales in almost 200 countries.

Chillisauce: The Vanish/Breast Cancer Campaign bra was created through creative marketing agency Chillisauce, which specialises in unusual events, launches and stunts. The team combines a talent for devising one-off campaigns that redefine ‘creative’ with the practical ability to implement and deliver even the most wacky stunts. Chillisauce recently won the Guinness World Records Live! Events contract in the UK. All GWR Events are built on the concept of breaking world records to raise awareness, create positive brand associations and generate coverage. For further information take a look on www.chillisauce.co.uk/corporate-events

This press release was distributed by ResponseSource Press Release Wire on behalf of The Firm in the following categories: Women's Interest & Beauty, Medical & Pharmaceutical, Media & Marketing, for more information visit https://pressreleasewire.responsesource.com/about.