Bauer Media has announced a brand-new partnership with online bingo operator tombola and leading research and support charity, Breast Cancer Now, to mark Breast Cancer Awareness Month this October. 

The initiative, fronted by some of the UK’s most well-known broadcast talent, will deliver a powerful campaign designed to put breast cancer awareness back on the national agenda and spark a vital conversation around the campaign question: “Who are you checking for?”

Planned and brokered by WPP Media’s Essencemediacom, the female-led campaign is built to drive action and encourage women across the country to make breast checking a priority as early diagnosis is crucial to saving more lives from breast cancer. Two-thirds of breast cancers in England are found when women notice a new or unusual breast change and get it checked out by a GP.

The campaign launches with a takeover across two of Bauer’s flagship stations, Hits Radio and Magic Radio. From 6am to 10pm on Friday 3rd October, every hour will feature bespoke editorially led moments where female presenters – including Fleur East, Gemma Atkinson, Harriet Scott, Josie Gibson and Neev Spencer – will remind listeners to check their breasts and share who they are checking for.

Throughout October, tombola and Breast Cancer Now will also sponsor Magic Afternoons with Neev Spencer, featuring talent-voiced spotlights, 40-second trails, and special Friday listener-led moments where songs dedicated to loved ones affected by breast cancer will replace traditional ad breaks, encouraging audiences to remember Breast Cancer Now’s vital ‘TLC: Touch, Look and Check’ breast awareness message.

Katherine Ryan will be voicing co-branded host reads and branded segments within her ‘What’s my age again?’ podcast. On social media, both Magic Radio and Hits Radio talent will share videos explaining “who they’re checking for,” with listeners invited to join in by sharing their own stories using the hashtag #WhoAreYouCheckingFor.

Jenna Voyce, Commercial Director, Bauer Media, said: “This partnership embodies the power of Bauer Media to connect brands, talent, and audiences in moments that truly matter. By working with tombola and Breast Cancer Now, we are able to create an effective, emotionally resonant campaign that will not just raise awareness but inspire tangible action across the UK.”

Hannah Brotherton, Head of Brand at tombola, added: “We’re proud to be working with Bauer and Breast Cancer Now to drive awareness of such an important cause as we recently discovered that over 50% of our tombola bingo playing community have been affected by breast cancer, either themselves or someone they love and care for. The campaign is designed to reach people where they are – at home, at work, on the go – and encourage them to take a simple action that can mean early detection and diagnosis. So it’s eyes down,check up and together, we hope to make #WhoAreYouCheckingFor a national conversation this October.”

Manveet Basra, Associate Director of Public Health, Inclusion and Awareness at Breast Cancer Now, said: “Every year, around 55,000 women and 400 men are diagnosed with breast cancer in the UK. And we know the sooner breast cancer is diagnosed, the better the chances of treatment being successful, and lives potentially being saved. By joining forces with Bauer and tombola, we’re ensuring millions of people hear the vital message: checking your breasts could save your life. It only takes a few minutes and there’s no right way to do it, as long as it’s done regularly. If you’re not in the habit of checking, now’s the time to start. This October, we want everyone to stop and ask themselves: who are you checking for?”

For more information visit www.tombola.co.uk/breast-cancer-now