Underwear brand Stripe & Stare has launched a partnership with health charity Lady Garden Foundation to help raise awareness of gynaecological cancer.

Through the partnership the brand has unveiled its “What Do You Call Yours?” campaign, which is more than just cheeky nicknames”, said Stripe & Stare.

“It’s about starting a conversation, raising awareness, and breaking the stigma around gynaecological cancers,” it added.

“Because when it comes to our health, knowledge is power -and talking about it could save lives.”

Through the campaign women are being asked to “share your nickname for your lady garden on social media” using the hashtag #WhatDoYouCallYours.

In addition, profits from the sale of its What do You Call Yours collection will go directly to the charity.

It added that the Lady Garden Foundation “is a phenomenal charity dedicated to raising awareness and funding for gynaecological health”.

The charity continued: “Their mission is to break the taboos surrounding gynae cancers, empower women to take charge of their health, and support ground breaking research that could save lives”.

“By partnering with Lady Garden, we’re helping to spread their message far and wide -because no one should feel ashamed or uninformed when it comes to their body.”

The Lady Garden Foundation is one of several charities to host gardens at this year’s Royal Horticultural Society Chelsea Flower Show.

Its garden is being created by RHS Gold medal winning designer Darren Hawkes and will be called the ‘Silent No More Garden’. The charity says it believes it is the first garden at the show designed for a gynaecological cancer charity.

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