Hundreds of breasts were freed from their confines on Thursday, Guinness World Records Day, as local celebrities asked women strip off their bras and donate them to form the longest bra chain in the world.
South Africa is trying to break a world record for the longest bra chain to raise awareness of breast cancer.
In celebration of human endeavour and achievement, Guinness World Records Day is held in sync with countries across the world, including Australia, New Zealand, the United States, Singapore and Europe.
The existing record for the longest bra chain is held by Cyprus, where the Cancer Patients’ Support Group created a chain consisting of 114 782 bras, measuring 111km.
Nino’s coffee chain and Sho-Sho-Lo-Za Marketing will be trying to collect 115 000 bras in South Africa between October 15 and November 15.
Women are encouraged to donate unworn or unused bras along with a R10 donation.
The money will go to reach for Reach for Recovery, a volunteer-based organisation that ”walks women through breast cancer and gives them hope for the future”, says Kate Lambon, event organiser for Sho-Sho-Lo-Za Marketing.
When the record attempt has been made, the bras will be given to ER24, which will distribute them to women in rural areas who need bras.
Breast cancer is the most prevalent cancer among South African women — cervical cancer being the second most prevalent. One in every 36 women in South Africa has breast cancer. One percent of people with breast cancer are men.
”Cancer has no discrimination at all. It affects everyone regardless of race, age, gender or economic status,” said Lambon.
Thus far, more than 30 000 bras have been collected, so South Africa is still far from breaking the world record. However, Lambon is certain that South Africans’ competitive nature will kick in to help reach the target.
Local celebrities’ bras were auctioned off for charity on Thursday at Nino’s in Rosebank, Johannesburg, which had hundreds of bras hanging from its canopy. A bra belonging to 5fm radio DJ Koula went for R2 000, while fellow DJ Elena Afrika’s bra went for R250.
Boxes will be stationed at Nino’s coffee bars around South Africa for those who are willing to go bare for a good cause.