Breast Cancer Survivor Launches Campaign with a Powerful Call to Action: Touch Yourself

Fashion stylist and entrepreneur Gina Lamanna launches “The Fondle Project,” a campaign dedicated to changing the narrative around breast cancer.  The campaign focuses on the importance of knowing our bodies through regular self exams, while also celebrating survivors who embrace their femininity, strength and confidence. 

The Fondle Project features a diverse community of breast cancer survivors and seeks to empower and educate, while also giving women battling breast cancer hope that it is possible to feel confident and at ease in their body.  The campaign is partnering up with seven female founded brands (Jacquie Aishe, XíRENA, Smythe, Goldie Tees, Parrish LA, Sticky Be Socks and Fleur Du Mal) who will donate 10 percent of sales during the launch to the following organizations: Let’s Fuck Cancer, The Breasties and Breast Cancer Research Foundation.

“The campaign was inspired by my personal survival story of self-detection at age 41 by fondling my own breasts following two false-negative mammograms along with a misdiagnosis,” shares Lamanna.

Lamanna’s journey with breast cancer inspired her to use her passion for fashion to make a difference in the lives of other women. She believes that fashion can play a vital role in the healing process of breast cancer survivors. And that by embracing and honoring their bodies, survivors can regain their confidence, femininity, and sexuality. Breast cancer is happening to women younger and younger, who have been dismissed or misdiagnosed due to their young age. Every day women under the age of 40 are diagnosed with breast cancer. It is the most commonly diagnosed cancer for women 20-39 years of age. Younger women have dense breasts which makes images less effective and as of May 2023, the U.S. Preventive Services Task Force issued a statement that, “women of all racial and ethnic backgrounds who are at average risk for breast cancer should start getting regular mammograms at age 40.”

“I lost my confidence and self-esteem to cancer during the early stages of my journey,” expresses Lamanna. “It’s crucial to inform younger women the importance of knowing their bodies and that early detection saves lives.”

Learn more about The Fondle Project by visiting thefondleproject.com or on Instagram @thefondleproject.