BRA Day USA
October 21
About BRA Day USA
BRA Day USA, which stands for Breast Reconstruction Awareness Day, is observed annually on the third Wednesday of October in the United States. In 2026, this falls on Wednesday, 21 October. The day is dedicated to ensuring that every woman facing a breast cancer diagnosis knows she has the right to discuss breast reconstruction options as part of her treatment planning, regardless of her surgeon, insurer, or hospital.
What is BRA Day USA?
BRA Day USA is an annual awareness campaign run by The Plastic Surgery Foundation (PSF), the research and charitable arm of the American Society of Plastic Surgeons. The campaign addresses a critical gap in breast cancer care: studies have consistently shown that a significant number of women who undergo mastectomy are not informed about their breast reconstruction options at the time of their diagnosis. BRA Day exists to change that, providing education, support, and advocacy to ensure women can make informed decisions about their bodies and their care. The day also celebrates the skill and artistry of reconstructive surgeons and the courage of the patients who undergo these procedures.
When is BRA Day USA?
BRA Day USA falls on the third Wednesday of October each year. In 2026, this is Wednesday, 21 October. Because the date follows a variable pattern, it shifts from year to year.
| Year | Date |
|---|---|
| 2026 | Wednesday, 21 October |
| 2027 | Wednesday, 20 October |
| 2028 | Wednesday, 18 October |
| 2029 | Wednesday, 17 October |
| 2030 | Wednesday, 16 October |
Why BRA Day USA Matters
In the United States, approximately 300,000 women are diagnosed with breast cancer each year, and a significant proportion undergo mastectomy as part of their treatment. However, studies have found that many women are not made aware of their reconstruction options before surgery, either because their oncologist or general surgeon did not raise the subject or because the topic was introduced too late in the process for women to adequately consider their choices. The Women’s Health and Cancer Rights Act of 1998 legally requires US health insurers to cover breast reconstruction following mastectomy, yet awareness of this right remains insufficient. BRA Day exists to close that gap. By connecting women with information, surgeons, and survivor stories, it empowers patients to advocate for their own care. Down Syndrome Awareness Month, also running throughout October, shares BRA Day’s commitment to ensuring every person has access to the healthcare information they deserve.
How to Get Involved in BRA Day USA
There are meaningful ways for patients, healthcare professionals, and the general public to support BRA Day:
- Attend a BRA Day event – The Plastic Surgery Foundation and its affiliated surgeons host educational events at hospitals and plastic surgery practices across the country. Check the PSF website for events in your area.
- Share information on social media – Post about BRA Day USA and the Women’s Health and Cancer Rights Act to raise awareness among your network. Many women do not know this law exists.
- Talk to your doctor – If you or someone you know is facing a breast cancer diagnosis, ask specifically about reconstruction options before surgery. A board-certified plastic surgeon can provide a consultation.
- Support survivors – Reach out to friends or family members who have been through breast cancer treatment. Your presence and understanding make a real difference.
- Donate to the Plastic Surgery Foundation – The PSF funds research into reconstructive techniques and runs educational programmes for both patients and medical professionals.
- Volunteer as a patient advocate – Former patients who have undergone reconstruction can share their stories through the PSF’s patient advocate programme to help women make informed decisions.
- Wear pink – October is Breast Cancer Awareness Month, and wearing pink throughout the month, particularly on BRA Day, shows solidarity with those affected by breast cancer.
History of BRA Day USA
BRA Day was founded in Canada by Dr Mitchell Brown, a Toronto-based plastic surgeon, in 2011. Concerned that too many women were undergoing mastectomy without being informed about reconstruction as an option, Dr Brown organised the first BRA Day as a free public education event at Women’s College Hospital in Toronto, bringing together plastic surgeons and patients to discuss what reconstruction involves, what outcomes are possible, and how women can access it. The event drew over 1,000 attendees in its first year.
The initiative crossed the border into the United States in 2012, when it was adopted and expanded by The Plastic Surgery Foundation. BRA Day USA has since grown into a national campaign involving hundreds of plastic surgery practices, hospitals, and breast cancer organisations. Events typically include live demonstrations, question-and-answer panels with plastic surgeons and breast cancer survivors, and the distribution of educational materials about all reconstruction options, from implants to flap reconstruction using a woman’s own tissue.
The campaign is deliberately timed to fall within Breast Cancer Awareness Month in October, amplifying its reach and ensuring it benefits from the broader conversations about breast cancer happening throughout the month.
Noteworthy Facts About BRA Day USA
- The Women’s Health and Cancer Rights Act of 1998 legally requires US health insurers to cover breast reconstruction following mastectomy.
- Despite this legal protection, studies suggest that fewer than 40% of eligible women in the US undergo breast reconstruction after mastectomy, with lack of information being a key barrier.
- BRA Day was founded in Canada in 2011 by Dr Mitchell Brown and expanded to the US in 2012.
- Breast reconstruction can take many forms, including implant-based reconstruction and flap reconstruction using a woman’s own tissue from the abdomen, back, or thighs.
- Approximately 300,000 breast cancer diagnoses are made in the United States each year, according to the American Cancer Society.
Frequently Asked Questions
What is BRA Day USA?
BRA Day USA (Breast Reconstruction Awareness Day) is an annual US observance on the third Wednesday of October, dedicated to ensuring women facing mastectomy are fully informed about their breast reconstruction options. It is organised by The Plastic Surgery Foundation.
When is BRA Day USA in 2026?
BRA Day USA falls on Wednesday, 21 October 2026.
Is breast reconstruction covered by insurance in the US?
Yes. The Women’s Health and Cancer Rights Act of 1998 legally requires health insurers in the United States to cover breast reconstruction following mastectomy for breast cancer. If you believe your insurer has denied you coverage you are entitled to, contact your state insurance commissioner.
Spread the Word
Help ensure every woman facing a breast cancer diagnosis knows her options. Share BRA Day USA information with your network using the hashtags #BRADay and #BRADay2026. A simple share could make a life-changing difference to someone who doesn’t yet know reconstruction is an option.
Related Awareness Days
- Down Syndrome Awareness Month – Running throughout October, this observance shares BRA Day’s commitment to healthcare access and patient empowerment.
- Domestic Violence Awareness Month – Also in October, this campaign focuses on the physical and emotional safety of women, a theme that intersects with the bodily autonomy at the heart of BRA Day.
- Emotional Intelligence Awareness Month – Running throughout October, this campaign supports the emotional wellbeing that is critically important for breast cancer patients and survivors.
Links
- Visit the official BRA Day USA page at The Plastic Surgery Foundation
- Explore more awareness days at AwarenessDays.com
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