Overview

• The annual awareness day will fall on October 1 each year as part of the Change + Check campaign to encourage regular breast self-exams.
• Kelly’s launch photo was shot by Sally Mais, a breast cancer survivor, using iced buns to keep the tone cheeky while driving attention to early detection.
• The initiative now has official NHS endorsement, with the public health minister highlighting the link between early diagnosis and better outcomes.
• Retail support includes Asda selling themed buns during October and Boots displaying Change + Check instructional stickers nationwide.
• Founded in 2019 by Helen Addis and Lorraine Kelly, the campaign reports more than 100 women and one man flagged diagnoses after seeing its materials, and it is seeking formal recognition from Prime Minister Keir Starmer.