The NHS Care label

Breast and testicular cancer can often be identified early by changes in the body, but not enough people check themselves. For the first time ever, labels in Morrisons underwear products are being used to deliver a message from the NHS every time people get dressed. Being as close as possible to this intimate moment, was only possible through a first of its kind creative collaboration between the NHS and Morrisons.

Now people get a potentially life-saving prompt to check their body regularly and contact their doctor if something does not feel right. To date, nearly 400,000 pairs of boxer shorts and crop-top bras with NHS care labels have been sold.

Watch the case study film below