The NHS has joined forces with supermarket giant Morrisons to embed health warnings in the retailer's underwear labels, alerting customers to potential signs of breast and testicular cancer.
The initiative will see advice labels sewn into the Nutmeg brand's boxer shorts and crop-top bras, providing guidance on what symptoms to look out for in future.
Set to roll out across 240 stores nationwide in the coming months, the packaging will also feature a QR code that links directly to the NHS website, offering more comprehensive information on breast and testicular cancer.
Dame Cally Palmer, NHS England's national director for cancer, hailed the initiative as a first-of-its-kind collaboration between the NHS and a national supermarket brand.
The goal is to encourage thousands of people to be more body aware, enabling them to identify new or unexplained changes that could potentially be early symptoms of cancer, and seek medical advice promptly if concerned.
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"Cancer survival is at an all-time high survival rates for both breast and testicular cancers have improved significantly over the last 50 years and we're seeing more people than ever before diagnosed at an early stage," said Dame Palmer.
"This partnership with Morrisons is just one of the many ways we are ensuring people are aware of potential cancer symptoms."
She concluded with a powerful call to action: "I want to urge everyone to be aware of their own bodies please look out for lumps and bumps or anything else that is unusual for you and get checked out early, it could save your life."
* This article was crafted with the help of an AI tool, which speeds up The Mirror's editorial research. An editor reviewed this content before it was published. You can report any errors to webhomepage@mirror.co.uk
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