Think Pink is the brainchild of Trentham washroom services firm B Hygienic.

When customers order a pink sanitary bin, £5 of the cost is set aside for the Douglas Macmillan Hospice in Blurton – or another cancer charity of their choice.

Eye-catching toilet cubicle door stickers are also supplied, reminding women of the importance of undergoing regular cervical smears and breast screening.

The inspiration for the pink bins came after B Hygienic's managing director, Vicki Allen, lost a close friend, who was also her boss, to ovarian cancer in 2007.

Businesses which have signed up for the bins include Trentham Leisure, the Wedgwood Museum, the Potteries Shopping Centre, Knowsley Safari Park and stately home Chatsworth House.

Think Pink has been backed by celebrities including Katie Price, Paula Radcliffe, Ulrika Jonsson, Melinda Messenger and Norton's own Anthea Turner.

Vicki, pictured, said: "We have raised in excess of £1,500, but it could be a lot more.

"It has taken a huge amount of time and in excess of £15,000 to get Think Pink off the ground, so this is not a money-making exercise for B Hygienic.

"It is something I feel absolutely passionate about and we are desperate to raise awareness and money for cancer charities.

"I would like every female employee to go into the toilets and, if they don't see a pink bin, to give me a call."

For more information, call B Hygienic on 0800 3280 755.