Asda Tickled Pink

In 1996, Asda Tickled Pink was formed after colleagues lobbied the business to support breast cancer charities. Asda offers national reach and trusted supplier relationships, with over 150,000 employees serving 18 million weekly customers, including low-income households, ethnic minority communities and older and younger age groups, all of which have historically been under-represented, face additional barriers or are more likely to be receive a late diagnosis. This unique position has enabled the Tickled Pink partnership to use Asda’s platform and trusted place in communities to raise awareness of breast cancer and the importance of chest-checking.

The partnership brings together Asda, Breast Cancer Now and CoppaFeel! to become a driving force, delivering impact through long-term funding, awareness and behaviour change. Funds raised power world-class research, vital education and life-changing support, while Asda’s reach embeds breast awareness into everyday life - encouraging people to check their boobs, pecs or chests.  Now in its 30th year, Tickled Pink has raised over £100 million, but its success goes beyond fundraising. Asda research shows 55% of female shoppers check their chests regularly. Separately, YouGov – Breast Cancer Now survey from September 2025 found that 45% of UK women report checking their breasts regularly.

Over the same period, five-year breast cancer survival has improved from around 80% in the late 1990s to nearly 90% today, driven by advances in research, early diagnosis and treatment. Three decades of Tickled Pink funding and collaboration have helped fuel this progress, showing how enduring partnerships can deliver lasting societal change.