Asda Tickled Pink

Asda Tickled Pink is the long-running awareness and fundraising partnership between Asda, Breast Cancer Now and CoppaFeel!. We work together to make checking your boobs, pecs or chest as normal as your Asda shop. The partnership has raised over £89M for breast cancer charities since 1996, and is on track to exceed our target of raising over £100M, while also encouraging 1 million more people to be regularly checking their chests, by our 30th year in 2026.

Our 2023 Breast Cancer Awareness Month campaign, ‘The Real Self Checkout’, aimed to raise vital funds for the charity partners, drive real behaviour change amongst Asda customers and get more people regularly checking.. The multifaceted campaign utilised Asda stores, digital platforms, physical products and colleague engagement activities; all in the aim of educating and reminding Asda’s 18M weekly customers to check their chests. Alongside this, case studies from our communities who are representative of Asda customers and have a breast cancer connection, shared their personal stories across print and digital spaces. 

Thanks to the support from Asda’s senior teams, who helped us to galvanise Cause Related Marketing (CRM) supplier engagement and target-motivated employee fundraising, it was a record-breaking year for the partnership. Overall in 2023 the campaign raised £2.4M, and encouraged 684,6381 people to check their chest after seeing the campaign.