Just 56% of women describe their breasts in a positive way, but Tu, the Sainsbury's clothing brand, is trying to improve this statistic.
A national campaign, created by Portas, celebrates diversity and encourages women to embrace their bodies as they are. The ads feature real women who were street cast and shot by an all-female crew. They created drawings and wrote love letters to their boobs that will be shared on social media. A video shows the women revealing the names they’ve invented for their boobs, ranging from "lemon drops" to "Ant and Dec".
Since many women admit they do not enjoy bra shopping and are too embarrassed to ask for help, Tu is also hosting a bra pop-up in London for five days, starting 6 February. Visitors can be helped by a professional bra fitter, shop for Tu bras and take part in creative workshops that encourage body positivity.