Turning a Cup of Tea into a Life-Changing Conversation
In Australia, breast cancer remains a defining health challenge, with 58 people diagnosed daily and more than 21,000 new cases expected in 2025. Yet, many conversations about symptoms, screening, and support remain uncomfortable or avoided. A new national campaign from tea brand Tetley, in partnership with Breast Cancer Network Australia (BCNA), seeks to change that dynamic by turning a simple cup of tea into a catalyst for life-changing conversations.
Uncomfortable Cup: A Campaign with a Purpose
Launched ahead of Breast Cancer Awareness Month this October, the Uncomfortable Cup campaign invites Australians to have difficult but essential talks about breast cancer. By leveraging the everyday ritual of tea, Tetley and BCNA aim to break the silence around symptoms and screening, while also offering pathways to information and support. The effort combines fundraising with education to ensure that every Australian affected by breast cancer can access trusted resources and advocacy.
How the Campaign Works
As part of the initiative, Tetley is producing a limited-edition pink-packaged Tetley Tea Cup 100s. For every pack sold, 5 cents will be donated to BCNA. These funds help BCNA deliver information, support services, and advocacy for those affected by breast cancer, while reinforcing the message that early detection can save lives.
In a creative twist, Tetley commissioned a series of artisan cups featuring sensory touch designs linked to physical symptoms that people might notice during self-examination. The cups are designed to spark conversation on social media, encouraging Australians to share experiences and, in the process, support one another.
Voices from the Community: Case Studies
Reshu Basnyat, Melbourne, Victoria — Diagnosed at 33 with triple-positive aggressive breast cancer while pregnant with her first child, Reshu recalls a turning point when a BCNA Pink Lady visit offered strength and reassurance. She emphasizes listening to the body, speaking up early, and recognizing that Maya’s message — you’re not alone — can make a difference for every woman facing breast cancer.
“Near the end of my first trimester, a lump in my breast grew difficult to ignore,” Basnyat shared. “The weight of cancer while pregnant was almost too much to bear. That Pink Lady visit gave us courage and a sense of community.”
Paula Correa, Sydney, New South Wales — Diagnosed in 2020 after a breast reduction left a lump found during a routine check-up, Correa describes a quiet moment in the waiting room: a boy with cancer sitting across from her, two people at opposite ends of life, sharing a look that understood more than words could say. This silent exchange underscored for Correa that cancer does not discriminate and highlighted the role of conversation in early detection and support.
Leadership Voices: BCNA and the Campaign Vision
BCNA CEO Kirsten Pilatti underscores the campaign’s core message: the conversations people often avoid can be lifesaving. “As Australia’s peak breast cancer organisation, BCNA understands that the conversations people avoid having are often the ones that can save lives,” she explains. The partnership with Tetley mirrors BCNA’s mission to connect Australians with information, peer support, and advocacy so people navigate breast cancer with confidence.
Divya Shrivastava, Tetley’s Head of Marketing ANZ, frames the campaign around ordinary moments that can have extraordinary impact: “Sharing a cup of tea can be the catalyst for conversations, which, though uncomfortable, are deeply necessary. From checking in with a loved one to learning about symptoms and screening, these connections can lead to early detection and stronger support.”
Why This Campaign Matters
The Uncomfortable Cup initiative aligns with a clear public health objective: normalize timely conversations about breast cancer, reduce delays in diagnosis, and strengthen support networks. By blending fundraising with practical information and peer connections, the campaign invites Australians to transform daily rituals into opportunities for action — a simple, accessible entry point to life-saving dialogue.
How to Get Involved
People can participate by purchasing the limited-edition pink Tetley Tea Cup 100s packs and sharing their own “uncomfortable” tea-time conversations online using the campaign hashtag. All proceeds go to BCNA, helping ensure Australians affected by breast cancer receive trusted information, support services, and advocacy when they need it most. For more information, visit Tetley’s campaign page.
Real Stories, Real Impact
The stories of Reshu and Paula illuminate how uncomfortable conversations — sparked over a cup of tea — can lead to early detection, better understanding, and stronger community support for those facing breast cancer. The Uncomfortable Cup campaign invites every Australian to join the dialogue, support a cause, and perhaps save a life through a simple, everyday ritual.
For more information, visit https://www.tetley.com.au/theuncomfortablecup/
Contact details: Kate Crosbie | [email protected] | 0437 087 807
