Asda turns trolleys pink for Breast Cancer Awareness Month

The striking trolleys will appear across regional ‘checking deserts’ where chest checking rates are lowest, in a UK-first this Breast Cancer Awareness Month.

• Currently,1 in 7 women will be diagnosed with breast cancer in their lifetime in the UK. This year alone, around 55,500 women and around 400 men are expected to get a diagnosis.
• Despite this, according to a new report from Asda, 33 percent of Brits admit to having never checked their chests. That figure climbs even higher in pockets of the country known as ‘checking deserts’: the West Midlands (39 percent), Wales (38 percent), Scotland (37%), the East Midlands (36 percent), London (35 percent) and Yorkshire (31 percent).
• To help, Asda is turning the weekly shop into an important reminder by spraying 500 of their trolleys across stores in the key ‘checking desert’ regions an eye-catching pink. The trolleys also feature a QR code, linking to simple chest-checking information and a pledge to check.
• For 30 years Asda Tickled Pink has supported breast cancer awareness to make checking your boobs, pecs or chests as easy as your Asda shop. To date, over £100 million in funds have been raised for world-class research, vital education and life-changing support – delivered by their partners Breast Cancer Now and CoppaFeel!.

New research, released by Asda, finds a third (33 percent) of the nation admit to having never checked their chests, or having a checking routine. Asda has mapped out the regions with the highest rates of non-chest checking, known as ‘checking deserts’, for a UK-first initiative putting 500 pink trolleys in 10 stores across these regions to increase awareness and stop shoppers in their tracks.

The research found people in the West Midlands (39 percent) were most likely to say they don’t check regularly, followed by Wales (38 percent), Scotland (37 percent), the East Midlands (36 percent), London (35 percent) and Yorkshire (31 percent).

Breast checking awareness remains important nationwide, with 47 percent of those surveyed keen to keep a closer eye on their own health and 36 percent wanting to be more aware of potential signs and symptoms. Yet 15 percent aren’t confident they would know what to do.

The new pink trollies contain chest checking posters as well as a QR code taking shoppers to chest checking guidance and signs and symptoms of breast cancer by charity partners Breast Cancer Now and CoppaFeel!.

The QR code on the trolley handles also takes shoppers straight to Asda’s Pledge-o-Meter; a live tracker of people pledging to check their chests regularly. Taking just seconds, shoppers are encouraged to pledge to check, share it with their friends and family, and choose to make a small donation to Asda Tickled Pink at the same time. Link to the Tickled Pink pledge page can be found here.

The pink trolleys are not the only way that Asda Tickled Pink is encouraging people to check their chests. Tickled Pink products are available across Asda stores this October displaying chest checking messaging, as well as around 900 million till receipts printed by Asda over the course of the year.

“Our Tickled Pink campaign has raised over £100 million in the last 30 years. We are driving awareness of breast cancer and early detection by encouraging everyone to check their chest. Together, we’re putting breast cancer awareness on everyone’s list” says Emma Betts, Charity Partnerships Manager from Asda. “We’re hoping our customers will embrace our bold new pink trolleys and sign our pledge to help us in our mission to get 1,000,000 more customers checking their chest.”

Carrie Green, associate director, philanthropy and partnerships at Breast Cancer Now, said: “The Tickled Pink partnership has achieved amazing things over the last 30 years, but with a third of Brits admitting they’ve never checked their chest, it’s clear more vital awareness work is needed.  It’s fantastic to see Asda turning their trolleys pink and sharing guidance on signs and symptoms, whilst encouraging customers to check themselves regularly. The sooner breast cancer is found, the more likely treatment is to be successful, meaning chest checking can save lives.”

Natalie Haskell, CEO at CoppaFeel!  said: “These pink trolleys bring a vital reminder directly into communities where people are least likely to be checking, helping to start conversations and making breast awareness part of everyday life. We’re proud to be a part of Asda Tickled Pink to reach people locally with the confidence to know what’s normal for them and act early if something changes.”

Joanna Orford, 59, from Ruislip Manor, who is supporting this year’s Tickled Pink campaign and featured in the Breast Cancer Awareness Month photoshoot, said: “I’m so excited to be supporting Tickled Pink this year and helping raise awareness. I’m very open about my breast cancer experience and the importance of being chest aware.

After noticing a change in texture in my breast, I went to an appointment with a consultant at the hospital. I was told I had breast cancer. My first thought was my three daughters. I wanted to be strong for them and minimise the impact it would have on their lives. But as treatment progressed, I was diagnosed with stage 3 breast cancer and knew I needed to tell them.

After a long stint of treatment, including surgery, chemotherapy and radiotherapy, I attended Breast Cancer Now’s Moving Forward course, funded by Asda, and it was a safe space for us to share our experiences.

Chest awareness was vital to getting the treatment I needed, and I want to share this life-saving message with as many people as possible.”

In the 1990s, 70 percent of women survived breast cancer for 5 or more years. Thanks to the power of research and advances in how the disease is detected, diagnosed and treated, this number is now nearly 90 percent. Asda Tickled Pink’s funding has fuelled this progress over the last three decades. In total it has raised over £100 million for world-class research, vital education and life-changing support.

Pink trolleys are being rolled out across selected Asda stores in ‘checking deserts’ throughout October, with stores from Llanelli to Colindale championing Breast Cancer Awareness month. Simply pick up a pink trolley and find out more about how you can begin your checking routine.