A HARDY bunch of volunteers braved the elements on Monday to parade bras along Skegness promenade.
The event aimed to create the longest chain of bras to raise awareness of Oxfam's Big Bra Hunt campaign which is running throughout April across the UK.
The initiative aims to encourage and promote bra donations for women in Africa, making a real difference to their lives.
British bras are highly valued commodities in African countries as they are complex to manufacture and very few developing countries have the facilities to make their own.
Shop manager of Oxfam's Skegness store, Sue Ray, said: "Many women will have bras languishing unworn in their drawers, but often don't think about donating them, because they think that no one will want them, particularly if they are old or broken.
"The bra is an every-day item for many UK women and is purchased as a necessity often without thought, but in West Africa, bras provide women with self-esteem, social standing, and opportunity to provide for their families and afford vital medicines.
"We need women across Skegness and Lincolnshire to kick-start their hunt for bras – any shape, any size, any style and any condition – to help us reach our target of one million bras by the end of April 2012.
"When you stop and think about it, it really is incredible that this humble item can be so liberating and life-changing for women and entire communities in the developing world."
Some of the bras will be sent to Senegal in a unique project run by Oxfam called Frip Ethique, meaning ethical second hand clothing.
Frip Ethique sorts out unsold second-hand clothes from Oxfam's UK shops. The project provides essential employment for disadvantaged women in the area and generates profits which can be invested into the charity's work in West Africa.
For more information and to find out more about how to donate, pop into the Oxfam store in Skegness, or visit www.oxfam.org.uk/bras