1 in 8 women will be diagnosed with invasive breast cancer at some time in their lives.

This means that the average woman has about a 12-13% risk of developing breast cancer, according to BreastCancer.org.

New plus size lingerie retailer Viva Voluptuous recognizes the importance of breast cancer awareness in order to help educate women of this disease and has launched an amazing campaign to offer support in a genius way.

Viva Voluptuous invites women to ‘Give their Bras a Go’ in support of the charity Against Breast Cancer. The UK-based lingerie company invites women to donate their old bras in exchange for a one-time 50% discount code to use on their site to purchase any lingerie and swimwear. The retailer ships worldwide so women outside the UK can take part.

To redeem the offer, the old bras – which can be any brand ranging from size 36D and above – will need to be sent to Viva Voluptuous’ headquarters in Salisbury along with the sender’s contact details. The company will send them on to the charity to be recycled and provide the participant with the discount code via email.

The charity Against Breast Cancer collects donations of all sizes through a network of bra banks and raising money to be used to further vital research into the disease. The charity also prevents bras from being dumped into UK landfills and helps to support small businesses in Africa by regenerating them in developing countries such as Togo, Ghana and Kenya.

Liz Willis, Viva Voluptuous Director and Founder said in an official statement:

“We are thrilled to be part of such a proactive and fun way of fighting breast cancer and lending support to those overseas who are not fortunate enough to have access to proper underwear, and at the same time helping people to give their own breasts some TLC by trying a new bra!

We understand that many women are loyal to brands that they know, such as Elomi, Panache, Curvy Kate and Freya, and can be reluctant to try something new, so we are pleased to be helping them to take the plunge in support of such an incredibly worthy cause.”

Bernadette Jones, Chief Executive of Against Breast Cancer adds:

“We have received very positive feedback from retailers adopting the scheme and great warmth from the public for an idea that helps the environment as well as charity.”

Any donations should be sent to: Viva Voluptuous, Unit 12, Enterprise House, Cherry Orchard Lane, Salisbury, Wiltshire, SP2 7LD. You can visit Viva Voluptuous at vivavoluptuous.com.