October is Breast Cancer Awareness Month, and while pink ribbons and fundraising events fill our feeds, our core message remains unchanged: early detection saves lives.
Knowing how to check your breasts regularly is one of the simplest, most effective ways to spot unusual changes early. Yet, life gets busy, and routine self-exams often slip our minds.
To help make self-checking second nature, we at PEP — South Africa’s largest single-brand retailer— have teamed up with the Cancer Association of South Africa (CANSA) to launch The Dry & Detect Towel Initiative.
Together, we are placing breast health front and center right where most of us start our day: in the bathroom.
A Daily Routine Turned Life-Saving Habit
The core idea behind the initiative is simple: keep breast self-exams top-of-mind when your top is off.
We have donated approximately 500,000 specially designed towels to CANSA centers across South Africa. Each towel features an informative tag detailing how to perform a proper breast self-exam, complete with a QR code linking to an educational microsite packed with additional health resources.
By integrating health education into an everyday essential like a bath towel, the initiative turns a normal post-shower routine into a gentle, regular reminder to pause and check in with your body.
"We are honoured to be part of this life-saving initiative," says Lorraine Govender, CANSA National Manager: Health Programmes. "Partnering with PEP allows us to reach more women directly in their communities, equipping them with the resources and knowledge they need to detect cancer early."
Why Getting Familiar Matters
Breast cancer is far easier to treat when caught in its early stages. Becoming familiar with the normal look and feel of your breasts helps you spot small changes — whether it’s a lump, skin texture change, or localized tenderness — and seek medical advice right away.
Regular self-exams aren't about causing worry; they’re about empowering yourself with knowledge about your own body.
How to Get Involved: #DryAndDetectSelfExam
You don't need a special towel to join the movement and help spread the word to friends, family, and colleagues. Together with CANSA, we are inviting everyone to get involved online throughout October:
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Perform your self-exam: Take a few moments after your shower to check for any changes.
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Snap a photo: Take a selfie wearing or holding any pink towel.
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Share & Tag: Post your photo on social media using the hashtag #DryAndDetectSelfExam. Tag your friends to encourage them to take a moment for their own health, too.
About the Partners
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PEP is South Africa’s largest single-brand retailer. We are committed to serving local communities with affordable clothing, homeware, and everyday products while supporting high-impact social initiatives.
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CANSA (Cancer Association of South Africa) is a non-profit organization dedicated to enabling research, educating the public, and offering direct support to build a cancer-free society.
To learn more about breast health, routine screenings, or CANSA’s community programs, visit www.cansa.org.za.
