Mills & Boon is partnering with Asda for Breast Cancer Awareness Month in October to raise funds and awareness for breast cancer campaign, 'Tickled Pink'.
The HarperCollins romance imprint will donate 10% of the sales of nine Mills & Boon titles available at Asda from the 4th October to two leading breast cancer charities, Breast Cancer Now and Breast Cancer Care.
The 40p donation per title sold will be boosted with the help of 20 Mills & Boon authors who will go into Asda stores to help with a fundraising collection between Friday 5th to Sunday 7th October. Authors will be visiting 20 Asda stores across the UK including locations in Scotland, England and Wales. The ampersand in the Mills & Boon logo will be replaced by the Tickled Pink ribbon for the duration of the month.
Joanna Rose, marketing director at Mills & Boon, said: “We know that many of our authors and readers, and their friends and family, have been affected– directly or indirectly – by breast cancer, and we are delighted to be able to support this important and worthy cause.
“Mills & Boon books are written by women for women, and it is fitting that we are working with Asda to help fight a disease that affects so many women every year.”