Tetley Tea Australia, in partnership with Breast Cancer Network Australia (BCNA) and creative agency Showpony, has launched ‘The Uncomfortable Cup’, a national campaign designed to raise awareness of breast cancer and the importance of early detection.
In time for Breast Cancer Awareness Month this October, the initiative invites Australians to engage in an important conversation, over a humble cup of tea.
For over 100 years, Tetley has been at the heart of Australian conversations, but some topics, like breast cancer remain difficult. Breast cancer is the most commonly diagnosed cancer among Australian women and is on the rise in men (and women). According to the Breast Cancer Trials, 2025, 58 people are currently diagnosed with breast cancer every day in Australia.
The centrepiece of The Uncomfortable Cup campaign is a collection of handcrafted ceramic mugs. Each mug is as unique as the individuals they represent, incorporating tactile features that simulate what some symptoms might feel or look like in real life—it’s a quiet but powerful tool to educate, prompt self-examination, and encourage open dialogue.
“We know conversations about breast cancer can feel awkward or even scary,” said Divya Shrivastava, head of marketing and innovation at Tetley ANZ. “With the creation of The Uncomfortable Cup, our honest effort is to bring this issue to the table—literally—with empathy, insight, and purpose.”
The campaign runs nationally across out-of-home placements, social media, digital, and a dedicated website. Activity will continue with ongoing awareness and education via digital platforms, reaching its peak in October, during Breast Cancer Awareness Month, when the Uncomfortable Cups officially go live.
Developed in collaboration with Showpony and Tetley, the campaign aims to normalise breast cancer conversations and equip Australians with the knowledge to detect symptoms early. This initiative responds to a clear community need for more open discussion around this important issue.
“We wanted to create something tactile and thoughtful—a simple cup that makes a powerful statement,” added Nic Maumill, creative director at Showpony.
“We are really proud to partner with legacy brand Tetley and Breast Cancer Network Australia on such an important cause, and there’s no better moment to talk than over tea, and no better time than now.”
Breast Cancer Network Australia’s director of brand, engagement and income, Rachel Carr said, “The Uncomfortable Cup is a much-needed conversation starter about early detection. When we know how to do self-checks and recognise symptoms, we have a better chance of getting help early, accessing effective treatments, and recovering.
“It’s also about knowing how to support people who have experienced, or are currently experiencing, breast cancer. Some people affected by breast cancer say that conversations about the disease and treatment effects with family and friends can sometimes make their experience harder, more awkward and uncomfortable. We hope The Uncomfortable Cup gets people talking about breast cancer more openly to make the subject far less uncomfortable for everyone.”
To view the campaign, and to support Breast Cancer Network Australia with a donation, visit the Tetley website.
Credits:
Client: Tata Consumer Products – Tetley Tea
Head of Marketing & Innovation ANZ: Divya Shrivastava
Brand Manager: Nidhi Mehta
Client: Breast Cancer Network Australia
Senior Relationships Manager: Marina Dowling
Corporate Partnerships Manager: Sue Clohesy
Agency: Showpony
Group Creative Director: Parris Mesidis
Creative Director: Nic Maumill
Senior Art Director: Nate Moore
Senior Copywriter: Jermaine Rowe
Art Director: Oscar Riley
Animator: Felipe Carrasco
General Manager: Matthew Basso
Account Director: Aaron Westwood
Account Manager: Macey Wood
Social Media Manager: Che Kudagamage
