Asda Tickled Pink 2025 Breast Cancer Awareness Month campaign

The Asda Tickled Pink partnership works with charity partners Breast Cancer Now and CoppaFeel!, raising money that powers world-class research, vital education and life-changing support. We’re helping more people find breast cancer information and support when they need it. Tickled Pink is making checking your boobs, pecs or chest as normal as your Asda shop.

In 2025, the Tickled Pink partnership celebrated raising £100 million since 1996, and our fundraising continued to excel. The 2025 Asda Tickled Pink Breast Cancer Awareness Month campaign aimed to drive real change through educating Asda customers about breast health and breast cancer awareness, by encouraging Asda customers to check their chests, access breast health information, know the signs and symptoms of breast cancer and understand what services are available to them to help, should they need to access them. From a fundraising perspective, the campaign encouraged Asda customers to donate through multiple Asda channels including at the self-checkout till point, during the volunteer supported face to face collection weekend, participate in store fundraising activities or support the campaign through purchasing exclusive Tickled Pink products. Now in its 30th year, Tickled Pink is the largest funder of breast cancer charities in the UK. By combining the national reach and scale of Asda, with 140,000 colleagues and 18 million weekly customers, with the expertise of Breast Cancer Now and CoppaFeel!, the partnership integrates lifesaving health messaging and engaging fundraising into everyday retail experiences. If you’re reading this now, go on – check your chest!