LONDON, October 3, 2025 – Bauer Media has launched a major new campaign with the online bingo operator tombola and the charity Breast Cancer Now. The partnership aims to put breast cancer awareness back on the national agenda.
The campaign centers on a powerful question: “Who are you checking for?” It is designed to encourage women across the UK to regularly check their breasts. Early detection is critical, as two-thirds of breast cancers in England are found after women notice a change and see their doctor.
The initiative will feature well-known radio presenters. On Friday, October 3rd, Bauer’s flagship stations, Hits Radio and Magic Radio, will be taken over by the campaign. From 6 a.m. to 10 p.m., hosts like Fleur East and Gemma Atkinson will remind listeners every hour to check themselves.
Throughout October, the campaign will continue on Magic Afternoons with Neev Spencer. Instead of regular ads, the station will play songs dedicated to loved ones affected by breast cancer. This will highlight the charity’s “TLC: Touch, Look, Check” message.
The effort also extends to podcasts and social media. Comedian Katherine Ryan will promote the cause on her podcast. Listeners are also invited to share their own stories online using the hashtag #WhoAreYouCheckingFor.
Jenna Voyce, Commercial Director at Bauer Media, said the partnership “embodies the power of Bauer Media to connect brands, talent, and audiences in moments that truly matter.” She added that the goal is to “inspire tangible action across the UK.”
Hannah Brotherton, Head of Brand at tombola, explained their motivation. “Over 50% of our tombola bingo playing community have been affected by breast cancer,” she said. “We hope to make #WhoAreYouCheckingFor a national conversation.”
Manveet Basra of Breast Cancer Now stressed the importance of the message. “Every year, around 55,000 women and 400 men are diagnosed with breast cancer in the UK,” Basra said. “Checking your breasts could save your life. It only takes a few minutes. If you’re not in the habit, now’s the time to start.”
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