​Breast cancer survivors hit out at "sexist" #ShowYourStrap campaign

Angry breast cancer survivors have hit out at a top retailer and a leading charity over a campaign encouraging women to show their bra straps.

#ShowYourStrap was created by Marks and Spencer and backed by Breast Cancer Now to encourage people to snap a selfie with their bra strap on display then donate £3 to vital cancer research.

The retailer has also launched a new lingerie collection in support of the campaign with profits going to charity.

But breast cancer survivors have countered it with their own #ShowYourScar hashtag after they said the campaign sexualises the disease.

Under the hashtag, a deluge of comments have been posted with momentum against the campaign building.

Many women who have experienced mastectomies have taken to social media to say the tokenism of showing a bra strap is hugely offensive.

One breast cancer survivor wrote: “How about #showyourscar instead of your strap. That's the reality of breast cancer - scars. Not straps!”

Twitter is now inundated with pictures of women displaying their scars.

41-year-old Charlotte Short, who is currently fighting breast cancer, said: “I'd like to see more in the way of educating people on the signs of breast cancer and what to look out for, not just pictures of beautiful women who still have both their bosoms.

“The lingerie that's been designed for Breast Cancer Awareness Month is all very pretty, it's just a shame there's only one bra in the whole range suitable for women like me who've not had reconstructive surgery. Are we not worthy?”

Delyth Morgan, chief executive of Breast Cancer Now, said: “We know that each person's experience of breast cancer is unique; views and experiences of women affected by breast cancer are very important to us, which is why we worked with women affected by the disease in different ways, to launch this partnership with M&S.

“Women and men affected by breast cancer will naturally want to show their support for the cause in a way that works for them.

“However they choose to express themselves – whether by showing their strap, showing their scar, running a marathon, holding a pink party or making a donation – we appreciate them enormously.

“50,000 women are still being diagnosed each year in the UK which is why fundraising into cutting-edge research is vitally important.

"We're so grateful that M&S has pledged to raise £13million over the next five years. With their help our scientists will be able to take our knowledge of breast cancer prevention to the next level.”

A spokesperson for Marks and Spencer said: “Our new campaign with Breast Cancer Now features women affected by the disease and encourages others to show their support.

"#ShowYourStrap is about raising money, awareness and ultimately showing solidarity. It is part of our commitment to raising £13m over the next five years to fund vital research into breast cancer prevention.”