Contact our breast care nurses 0808 800 6000

Asda Tickled Pink is our longest-running award-winning fundraising and awareness partnership between Asda, Breast Cancer Now and CoppaFeel!. The partnership is now in our 28th year, and it has raised over £90 million since 1996 and is on track to exceed our target of raising over £100 million for breast cancer charities by 2026.

Asda Tickled Pink is on a mission to make checking your boobs, pecs and chests, whoever you are, as normal as your Asda shop. With your help, Tickled Pink is raising funds for better breast cancer treatments, vital education and life-changing support. Together, we’re putting breast cancer awareness on everyone’s list.

What's the impact?

When Tickled Pink launched in 1996, 6 in 10 women survived 10 years after diagnosis. Today, it’s 8 in 10. Tickled Pink’s long-term, scale support has played an important role in this transformation of survival rates. Tickled Pink funding has specifically led to over 440 world-class scientific discoveries, helping Breast Cancer Now researchers discover how to prevent breast cancer, save lives, and help people to live well with and beyond the disease.

A photo of Hayley Tatum

Our long term partnership has allowed us to have strategic input with Breast Cancer Now and made breast cancer awareness a priority for our business. Breast Cancer Now is great at engaging our colleagues and ensuring they have the opportunity to get involved in fundraising activities and are aware of the incredible work that the charity delivers.

Hayley Tatum, Chief people and corporate affairs officer, Asda

What we do

Know your normal

Getting to know what’s normal for your boobs is important so you can spot any new or unusual changes early. We recommend having a look and feel of your chest, up to your collarbone and under your armpit, on a regular basis. The earlier breast cancer is diagnosed, the better the chance of successful treatment. So, it’s important to check your boobs regularly and see a GP if you notice a change.

The real self checkout

You'll see breast-checking reminders in Asda stores all year round, including on George lingerie tags, pharmacy dispensary bags, delivery vans, changing room mirrors and on food shelves. There’s even a reminder to check your boobs and pecs on the back of your receipt.

The Real Self-Checkout Asda Tickled Pink
Self Checkout 1

The real self checkout

Self Checkout 2

Know the signs and symptoms

About our fundraising

Asda colleagues and customers raise money for Tickled Pink throughout the year, particularly during Breast Cancer Awareness Month in October. From tombolas and hosting pyjama parties, to testing their limits on epic treks and bicycle rides, Asda colleagues do it all to raise vital funds for Tickled Pink.

This year you can also help fundraising online or on Asda’s self-serve checkouts. Or you can volunteer your time to take part in Tickled Pink’s annual bucket collection in-store during October.

Every year, Asda suppliers do an amazing job in supporting Tickled Pink by turning their products you know and love pink. Not only do Asda suppliers support with donations from these products, but some also include vital boob checking reminders on their packaging. Look out for this years’ range of products on Asda shelves in store and online during October.

What Asda Tickled Pink has funded

A woman in a lab coat looking through a telescope

World class research across the UK

Tickled Pink funds projects across the UK that save lives and help people live well with and beyond breast cancer. They supported the creation of the UK's first ever national tissue bank dedicated to collecting samples from people with breast cancer. Asda has raised over £5 million towards the Tissue Bank, helping us understand breast cancer and find better ways to treat it.

A woman sat at a desk wearing a headset

Support services across the UK

Everyone affected by breast cancer can turn to us for support. Whether you want to speak to our nurses, join a course, or meet other people who understand what you’re going through, our free services are always here for you. You can call our nurses, on 0808 800 6000 or you can ask them anything about breast cancer by emailing them directly on

The Coppafeel! logo

Education and outreach projects with CoppaFeel!

Tickled Pink charity partner CoppaFeel! shares a joint aim of increasing monthly checking amongst 18-24 year olds in the UK. Since 2020, funding from Asda has helped CoppaFeel! reach an extra 200,000 young people who are now checking their chest regularly.

Partner with us

Interested in joining us as a corporate partner? Get in touch with our team today.

Email us

Share this page