The Real Self Check Out


Client: Breast Cancer Now & CoppaFeel!

Asda Tickled Pink is the long-running awareness and fundraising partnership between Asda, Breast Cancer Now and CoppaFeel!. The partners work closely together to make checking your boobs, pecs or chest as normal as your Asda shop. The earlier breast cancer is diagnosed, the better the chance of successful treatment. 98.7% of women diagnosed with breast cancer at Stage 1 survive for at least 5 years. This drops to just 26.6% for women diagnosed at Stage 4. Yet, 41% of women in the UK don’t check their breasts regularly.1 Although very rare, around 370 men are diagnosed with breast cancer each year in the UK. Asda Tickled Pink are here to put breast cancer awareness on everyone's list.

The 2022 Breast Cancer Awareness Month (BCAM) campaign, The Real Self Checkout, aimed to drive behaviour change by linking the habitual nature of a supermarket shop with the need to routinely self-check. 605,4242 people reported to have checked as a direct result of the campaign. This was achieved by a multi-partner collaboration to create an innovative campaign which encompassed Asda stores, digital platforms and physical products to educate and remind Asda customers throughout their customer journey. Representative case studies shared their stories across print and digital to amplify the campaign. This ambitious campaign, which has been thoroughly evaluated, demonstrates that this partnership has evolved to achieve its purpose of measurable behaviour change, bringing Asda Tickled Pink one step closer to our goal of 1 million more people regularly checking their chests by 2026.