Published: Thursday, 23rd October, 2008 7:00am

The booby prize!

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IT WAS Reading or bust as women measured up to the challenge of proving they are up for the cup.

Lingerie experts arrived in a bright pink Routemaster bus to size up shoppers and prove that most women boob by wearing the wrong bra.

The La Senza double-decker was as pink as the women's blushes as 79% were revealed as wearing the wrong-sized bra, 9% higher than the national average of 70%.

On board outside The Oracle, experts measured 180 women on Friday and Saturday.

For every woman fitted, lingerie chain La Senza donated 50p to Berkshire Women's Aid, which helps women who fear or are experiencing domestic abuse.

A total of £90 was raised, rounded up by La Senza to £250.

The Routemaster is touring shopping centres nationwide in the run up to Christmas.

Lisa Bond, La Senza spokeswoman, said: "Hopefully this weekend we've shown the women of Reading that being bra fitted can make a huge difference and isn't embarrassing at all.

"You wouldn't walk around in shoes that were too big or small and we are determined to get the message across that wearing the wrong size bra can be just as uncomfortable and unattractive.

"We hope the women of Reading will be feeling lots more confident and comfortable in their bras this week and have woken up to the benefits of regular professional fitting.

"On top of this, they must be delighted to have helped such a worthy cause as Berkshire Women's Aid."