As part of our Tickled Pink breast cancer charity campaign Breast Cancer Care and Breast Cancer Now are trying to reach the one in two people who don't regularly have a good feel – and the one in ten who don't check themselves at all.
Their statistics show that every year around 55,000 people are diagnosed with breast cancer in the UK. One in eight women and one in 870 men will develop breast cancer in their lifetime – and an early diagnosis can make a big difference.
We invited some of the country's leading fashion journalists, bloggers and social media influencers to an event at Kalifornia Kitchen in London to find out more about the campaign and explain why we've put stickers with the Be Your Breast Friend message on things like our melons, watermelons and coconuts.
The event also showcased some of the George post-surgery lingerie and swimwear, which now includes a breast check message swing tag on the entire range.
Emma Gittoes, our national community manager, said: "Our aim is to keep raising awareness of how important regular checks are and it was lovely to see so many people show their support and make a pledge themselves.
"I had the pleasure of introducing Sadia Habib from Breast Cancer Now’s clinical team who gave a really informative talk and encouraged discussion on breast checking and the signs and symptoms to look out for.
"Nearly everybody in the room came out surprised at what they needed to look out for and also where and how to check. But the main message was to understand that regularly checking means you know what is normal for you and what to look out for."
Lot of our guests made their own pledges to regularly check themselves, and took to social media to spread the message.