October 1st, 2025New campaign encourages Australians to break the silence around breast cancer
Every day in Australia, 58 people are diagnosed with breast cancer. It remains the most commonly diagnosed cancer among women, with more than 21,000 new cases expected in 2025. Heartbreakingly, nine Australians die from the disease every single day.
Despite these confronting numbers, conversations about breast cancer are often avoided, leaving many women to face their fears in silence. A new national campaign from tea brand Tetley in support of Breast Cancer Network Australia (BCNA) aims to change that, by transforming something as simple as a chat over a cup of tea into what could be a life changing conversation.
The Uncomfortable Cup campaign, launched ahead of Breast Cancer Awareness Month this October, encourages Australians to have difficult but vital conversations about symptoms, screening, and support. Working together, BCNA and Tetley are using a range of approaches to start meaningful conversations and provide strength through shared experiences.
As part of the campaign, Tetley is raising essential funds to support the work of BCNA through a limited-edition pink pack of Tetley Tea Cup 100s from which it will be donating 5 cents for every pack sold to BCNA. Funds raised will help ensure that every Australian affected by breast cancer has access to BCNA’s trusted information, support services, and advocacy.
To bring the campaign to life, Tetley has commissioned a series of unique artisan cups each with a sensory touch design relating to some of the physical symptoms individuals might be able to feel as part of self-examination. The mugs form part of a social media campaign that encourages Australians to share their experiences and spark action.
“Sharing a cup of tea can be the catalyst for conversations, which no matter how uncomfortable, are deeply necessary. Whether checking in with a loved one, sharing a personal story, or learning about symptoms and screening, these moments of connection can lead to early detection, greater understanding, and stronger support,” says Divya Shrivastava, Head of Marketing ANZ.
Case Study: Paula Correa, Sydney, New South Wales
Sydney resident Paula Correa, 41, was diagnosed in 2020 following breast reduction surgery when the doctor found a lump.
“At my first oncologist appointment, I was sitting in the waiting room, overwhelmed and unsure of what to expect,” Correa said
“Across from me sat a little boy – also a cancer patient. We caught eyes and in that quiet moment nothing was said, but everything was understood. It was deeply uncomfortable. We were two people at opposite ends of life, him just starting, me in my 40s but facing the same terrifying road ahead.
“That silent exchange reminded me that cancer doesn’t discriminate. It forced me to confront the reality of what I was going through in a way that words never could. It’s a moment I’ll never forget.
“Campaigns such as Uncomfortable Cup start important, often avoided, conversations and remind people that early detection matters and that breast cancer isn’t always obvious. I hope it encourages more people to talk openly, get checked, and support one another through difficult journeys, because silence can cost lives.”
Pilatti said the partnership represents everything BCNA stands for – being present in the moments that matter most.
“Just as Tetley brings people together over a cup of tea, BCNA connects Australians to the information, peer support, and advocacy they need to face breast cancer with confidence. Together, we want to transform the kitchen table conversations into life-changing action,” Pilatti said.
For more information, visit https://www.tetley.com.au/theuncomfortablecup/
