NHS England and Morrisons supermarket chain have partnered to put vital cancer awareness messaging on underwear labels to encourage shoppers to be body aware and contact their GP practice with any potential cancer symptoms.

This first-of-its-kind partnership for the NHS is the latest in a significant drive to ensure people are aware of and act on the signs and symptoms of cancer.

The Nutmeg branded underwear, featuring NHS advice, will be in 240 Morrisons stores nationwide, including Woking, Hastings and Eastbourne. It will appear initially in boxer shorts, followed by crop top bras in the coming months.

The NHS guidance will be displayed on the fabric labels alongside the standard sizing and care information, as well as a QR code on its packaging and tags which will link customers through to more detailed information on breast and testicular cancer on the NHS website. Shoppers of the underwear will be encouraged to contact their GP if they are any cancer concerns.

A media launch begins today (21 August) featuring testicular cancer and breast cancer survivors who took part in a photoshoot to model the underwear range to raise awareness of signs and symptoms.