Lives at risk as millions miss key signs of Britain's most common cancer, experts warn, amid new drive to boost numbers self-checking
It comes as a new campaign urges regular breast self-checks to help tackle the UK's most common cancer, which kills more than 11,500 women and 85 men every year.
The 'Eyes Down, Check Up' campaign—backed by Britain's biggest bingo brand tombola and charity Breast Cancer Now—aims to get one million people checking their breasts and raise £1 million for life-saving research and support.
Central to the campaign is a simple one-minute tool, Breast Check Now, which shows users what to look out for and encourages them to set regular reminders to check their breasts.
It has the backing of former Sports Minister and breast cancer survivor Dame Tracey Crouch, amid growing concern that too many people still don't recognise the warning signs.
Dame Tracey, who was diagnosed in 2020, said: 'I encouraged people to check their "bits and bobbins" after my own diagnosis, to raise awareness of breast cancer.
'It's critical that people know the signs of breast cancer and check themselves regularly.'
TV presenter Josie Gibson will help launch the drive on Thursday with a hands-on breast-checking installation at Westfield Stratford City.
The event will also feature informal 'Sofa Sessions' with breast cancer experts to help break down taboos and answer questions.
Despite years of public health messaging, just 44 per cent of women check their breasts regularly—and one in ten say they can't remember the last time they did, according to a recent YouGov survey.
Breast cancer hits more than 55,000 woman each year—that's 150 every day. In addition, around 370 men are also diagnosed annually.
Yet early detection remains key. When caught early, the disease is far more treatable, and survival chances improve significantly.
The Breast Check Now tool walks users through the key signs of breast cancer—including lumps or swelling in the breast, armpit or upper chest, changes in size or shape, skin puckering or dimpling, nipple discharge or inversion, and redness, rashes or crusting around the nipple—and encourages regular self-checks.
Labour MP for Sunderland Central Lewis Atkinson, whose constituency includes tombola's headquarters, said: 'If this campaign encourages just a small number of women to check themselves regularly as part of their regular routine, then it will have been worth it.'
Breast Cancer Now chief executive Claire Rowney added: 'Around two-thirds of breast cancers are identified through women checking their breasts and getting any new or unusual change checked by a GP.
'We know that regular breast checking is a critical first step to diagnosis. The earlier breast cancer is diagnosed, the more likely treatment will be successful.'
Tombola, which says over half its community has been affected by breast cancer either directly or through a loved one, is making an initial donation of £250,000 to kickstart the partnership—with a goal to raise £1 million through a year-long fundraising effort.
This includes five special 'Bingo Against Breast Cancer' games, with £50,000 jackpots and at least £50,000 per game donated to the charity.
Marion Ryan, Managing Director at tombola, said: 'This partnership is about more than just raising awareness. It's about empowering our community with the knowledge, tools, and confidence to take action.'
To learn how to check your breasts and get involved, visit the dedicated tombola page.
Dame Tracey was diagnosed with breast cancer in 2020 and underwent surgery, radiotherapy and chemotherapy. She returned to Parliament in 2021 and has since campaigned to raise awareness of early detection.
Ms Gibson added: 'I didn't realise until recently how many of us feel unsure about spotting the signs of breast cancer—me included.
'But that's why I'm here to help spread the word and make sure everyone knows what to look out for.'
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