Businesses Save Lives: The World Breast Alliance Conference
Bush House, Strand Campus, London
How Business Can Drive Impact in Breast Cancer Awareness and Prevention
Breast cancer is one of the most fatal cancers worldwide, yet early detection at Stage 1 can make it 99% curable. The paradox? Lack of education is one of the biggest barriers to survival and that’s where innovation saves lives.
The Know Your Lemons Foundation pioneered a groundbreaking approach to breast cancer education, using lemons as a visual tool to teach people about the 12 symptoms of breast cancer. This initiative has reached millions of people globally, breaking down taboos and making life-saving knowledge accessible to all.
Now, businesses have the power to scale this impact even further.
Join us at "Businesses Save Lives: The World Breast Alliance Conference", a first-of-its-kind event where business leaders, academics and public health advocates will explore innovative ways to integrate Corporate Social Responsibility (CSR) into breast cancer education, awareness, and prevention efforts.
Why Attend?
✅ Be a force for change – Discover how your business can contribute to life-saving education and advocacy in a new way during Breast Cancer Awareness Month and beyond.
✅ Stay ahead in CSR leadership – Gain insights into innovative CSR strategies that create social good while strengthening your brand and avoiding “pinkwashing.”
✅ Connect with global changemakers – Network with influential leaders who share your vision for a healthier, more informed world by promoting women’s health.
Event Timings 10:00 - 16:20 with drinks and networking to follow.
Agenda:
10:00 - 10:30 | Registration & Refreshments
Part A: 'Business Practices for Life-Saving Breast Cancer Education'
10:30 – 10:50 | Welcome and introduction – Dr Ilia Protopapa, Associate Professor of Marketing, King's Business School, Dr Corrine Ellsworth Beaumont, CEO & Founder, Know Your Lemons
10:50 – 11:10 | Keynote Session: ‘Saving Lives is our Business’ by Craig Howes, Radiographer and Senior Director, Strategic Marketing at Hologic
11:10 - 11:30 | ‘Successful Industry Driven Breast Cancer Prevention Campaigns: Asda’s Tickled Pink Success Story’ by Emma Betts, National Charities Partnership Manager, Asda
11:30 - 12:15 | The Importance of Knowing the 12 Signs of Breast Cancer, Stories of Survivors, and Case Studies of Know Your Lemons Partnerships
12:15 – 13:00 | Break [Lunch provided]
Part B: 'Making Real Impact in Breast Cancer Awareness'
13:00 – 14:00 | Panel Discussion: 'Woke or Work? Avoiding Pitfalls in Breast Cancer Awareness Campaigns and Creating Something Meaningful’
Chair:
- Dr Ilia Protopapa, Associate Professor of Marketing & Global Breast Cancer Educator.
Panelists:
- Dr Corrine Ellsworth Beaumont, CEO & Founder, KnowYourLemons
- Dr Mario Campana, Associate Professor of Marketing, University of Bath
- Dr Katharina Charlotte Husemann, Reader in Marketing, King's Business School
- Dr Liz O'Riordan, award-winning speaker and author, former breast cancer surgeon
- Ms Lynsey White, Young Breast Cancer Survivor
14:00 - 14:30 | Keynote session delivered by Dr Liz O'Riordan. Dr Liz O’Riordan, award-winning speaker, author, and former breast cancer surgeon, brings a unique perspective shaped by her personal experience with cancer. In this keynote, she will share reflections and insights at the intersection of medicine, survivorship, and lived experience, offering an honest, thought-provoking session shaped by her own journey.
14:30 - 14:45 | Q&A
14:45 - 15:00 | Short Break [Refreshments]
Part C: 'Future Actions - How Businesses, Advocates and Educators can Lead the Way'
15:00 - 15:15 | Creating a Global Movement that Saves Lives: Know Your Lemons World Breast Alliance, Dr Corrine Ellsworth Beaumont, CEO & Founder, Know Your Lemons, Irene Benson, Director of Development, Know Your Lemons.
15:15 - 15:25 | Measuring Campaign Impact Dr Ilia Protopapa, Associate Professor of Marketing, King's Business School
15:25 - 16:20 | Panel Discussion: Panel Discussion: ‘Shaping Compassionate Business Leaders: How Business Education Integrates Cancer Research, Awareness and Cultural’ Competency
Chair:
- Professor Sally Everett, Vice Dean Education, Director of I-LEAD King’s Business School
Panelists:
- Dr Anna Dubiel, Associate Professor of Marketing, King’s Business School
- Dr Kyriaki Koukouraki, Assistant Professor (Lecturer) in Cultural Competency, King’s College London
- Dr Ilia Protopapa, Associate Professor of Marketing, King's Business School
- Pichanun (Koki) Siwadnidhikul, MSc International Marketing Student, King’s Business School
- Ka Yan Michelle Alanna Cheng, MSc International Marketing, King’s Business School
16:20 | Formal close
16:20 - 17:30 | Networking [Drinks & Canapes]
Dr. Corrine Ellsworth-Beaumont, CEO and Founder.
A globally recognized expert in health communication design, Corrine has made breast cancer information accessible by overcoming barriers of literacy, fear, and stigma. Corrine leads and develops the charity’s programs, operations, and staff, has contributed to panels like the WHO Global Breast Cancer Initiative and World Cancer Day, and spoken at events such as the UN Conference and World Cancer Congress. Her Know Your Lemons campaign has reached 2 billion people online with essentially no marketing budget, solidifying Corrine as the leading designer in cancer awareness.
Irene Benson, Director of Development.
A former political strategist, Irene uses her grassroots community-building skills to foster sustainable relationships that fund KYL’s lifesaving programs. Irene oversaw the launch of the foundation's robust global partnership program and seeded the pipeline for delivering KYL breast health education to companies as a health and wellness benefit that increases screening compliance to save lives. A believer in the power of dynamic partnerships, Irene identifies collaboration opportunities with KYL partners and connects them to grants and funders to support that work, raising the fiscal capacity of our partner organizations as we grow with them.
Dr Liz O’Riordan was diagnosed with Stage 3 breast cancer whilst working as a consultant breast surgeon in 2015 aged just 40. Her first book, ‘The Complete Guide to Breast Cancer: How to Feel Empowered and Take Control’, was her way of helping women when a local recurrence forced her to retire. Her best-selling memoir, ‘Under The Knife’, shares her experiences of life as a female surgeon before becoming a patient herself. Her third book, ‘The Cancer Roadmap’ explains what cancer is and how it’s treated. She’s of the top 100 Female Key Opinion Leaders in Oncology to follow on social media, and she hosts the podcast ‘So Now I’ve Got Breast Cancer’. She continues to help patients with evidence-based videos to explain and demystify cancer treatment and talks globally about how to improve cancer care.
Dr. Ilia Protopapa is a Senior Lecturer (Associate Professor) of Marketing at King’s College London and the Programme Director for the MSc International Marketing. A trained Global Breast Cancer Educator, she has collaborated with the Know Your Lemons foundation to integrate breast cancer awareness into marketing education. Her work received 1st place in the Innovation in Teaching of Research Methodology Excellence Award, demonstrating the impact of research-led and purpose-driven teaching. Her expertise spans consumer behavior, brand alliances, and inclusive education, with her contributions recognized through multiple academic and teaching excellence awards.
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