Cherie's role as breast cancer campaign model

Cherie Blair today launched a new campaign to end the scourge of breast cancer.

The Prime Minister's wife has become the face of the new Be Up Front campaign, which sets out to encourage women to talk about the issue openly.

She posed in the T-shirt for the campaign - which is being backed by Boots and Breast Cancer Care - as part of a worldwide attempt to raise awareness. "We all play an important role in early detection, which can mean simpler treatments and better survival rates," she said.

Be Up Front is linking with nine other campaigns around the world to form a global awareness effort called Redefining Hope and Beauty. Breast cancer is the biggest killer of women aged 35 to 55 and this year 1.2 million women worldwide will be diagnosed with the disease.

Today nurses warned that many women still did not know what to check for when they examine their breasts. Surgical oncology nurse Tina Pritchard said: "It is important that the message is consistent. Women do not necessarily have to look for lumps.

"It could be a change in shape or discharge from the nipple. It is important people know what is normal for them and that any changes are checked out.

"There are 100 new cases diagnosed in Britain each day and that is a frightening figure."

The campaign runs throughout October and statuettes designed by stars will be auctioned online to raise money.

Emma Thompson, Sharon Osbourne, boy bands Westlife and Blue, Simon Cowell, Britt Ekland and hat designer Philip Treacy are lending their support.

Ellen Verschuur, from the Dutch Breast Cancer Charity, said: "National awareness campaigns have proven to be instrumental in the fight against this devastating disease.

"But more work is needed, particularly in those countries where breast cancer awareness is viewed as an individual rather than a national concern.

"New treatment options and ongoing research mean there is now growing hope for women who may one day face a diagnosis of breast cancer." BBC Breakfast News presenter Natasha Kaplinsky, who lost both grandmothers to breast cancer and has designed one of the statuettes, said: "What we are trying to say should be common sense, but there are still many women who remain unaware of the symptoms and risks, or who do not have access to the vital support services which many charities provide."