Check It Out – Breast Before Dates 


Posted 2 weeks ago in More

There are very few families in this country that haven’t been impacted directly or indirectly by cancer. Now an important new initiative sees National Breast Cancer Research Institute Ireland and SPAR/EUROSPAR joining forces to do something practical to raise awareness on how best to help identify symptoms of this often devastating disease as early as possible.

Breast Before Dates is an awareness campaign that uses the behaviour of checking Best Before dates to direct people to check something far more important.

Research shows 86% of Irish shoppers regularly check food product dates, with this behaviour more common among women and those aged 45–54. Meanwhile, only 35% of women are self-checking regularly for breast cancer.

While current research shows that one in seven Irish women will develop breast cancer in their lifetime, studies also indicate that early detection is critical in helping prevent and manage the disease. The best way to catch it early is through regular self-checks.

With this in mind, to mark World Cancer Day on February 4th, limited edition boob-shaped labels have been designed to get people to check their breasts every month. The eye-catching labels are intentionally placed next to the Best Before date on food and drink packaging in SPAR and EUROSPAR stores.

Shoppers are encouraged to scan the QR code on the label, add their Breast Before date to their mobile calendar and every month they’ll be notified to get checking.

The campaign message is simple and direct – “There’s a date to eat your food by, and now there’s a date to check your boobs by!” As Prof Michael Kerin, Research Director, National Breast Cancer Research Institute says, “Regular check-ups with your healthcare provider and monthly self-examination are among the healthiest habits we can all adopt.”

Every year, around 3,587 women and approximately 30 men are diagnosed with breast cancer in Ireland. The good news is that more people are surviving breast cancer every year, and those behind the ‘Breast Before Dates’ initiative are hoping that it will help ensure that this upward trajectory continues.

Check out further information on breast cancer here. Breast cancer statistics are taken from the National Cancer Registry of Ireland (NCRI) Annual Statistical Report (December 2024)

Words: Martina Murray

Cirillo’s

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