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We’re getting our baskets and trolleys (and best pink outfits!) ready once again this October, for our favourite time of year; Breast Cancer Awareness Month (Asda Tickled Pink’s Version) – Taylor reference, get it?

Asda Tickled Pink is the long-running partnership between Asda, Breast Cancer Now and CoppaFeel!. Asda Tickled Pink champions regular boob checking and fundraises for better breast cancer treatments, vital education and life-changing support, for anyone who needs it. Together, we’re putting breast cancer awareness on everyone’s list.

Here’s what we have in-store for you this year:

  • The Real Self Checkout campaign continues. With in-store displays, storytellers and radio readings reminding you to check your chest – you won’t be able to miss us!
  • The biggest range yet of products with a pink makeover, exclusively at Asda with a percentage of the sale price going to CoppaFeel! and Breast Cancer Now. Pink Diet Coke went viral last year – what’ll it be this year?! 
  • We are  SO excited to announce that the wonderful Amy Dowden MBE (CoppaFeel! trek captain and breast cancer campaigner) has created this year’s official Tickled Pink t-shirt available at George. Alongside this exclusive t-shirt, George have released a cosy range of pyjamas and loungewear, perfect for your pre-bed chest checks!  
  • Asda colleagues and volunteers will be fundraising and raising awareness in store, with (collection) buckets of fun planned for 5th and 6th October. 
  • Make a donation to Tickled Pink through the self-checkout tills, and receive your helpful ‘bra-code’ checking reminder receipt making sure your shopping isn’t the only thing you checkout. 

This year Asda Tickled Pink is ‘Unpacking breast cancer’ as part of our ‘Real Self Checkout’ campaign – we’ll be myth-busting , looking at misconceptions and stats, and sharing the stories of our Real Self Checkers who unpack their own breast cancer experiences. 

Without further ado, meet our 2024 Real Self Checkers who are sharing their personal stories and encouraging everyone to become chest-checking champs.

Real Self Checker – Aria

Aria was just 16 when her Mum, Rani, was diagnosed with breast cancer. She is sharing her story with Asda Tickled Pink, telling us about how she’s been inspired by her Mum’s experience to spread awareness, challenge taboos and change attitudes.

Aria’s mum saw a post on Facebook about breast cancer and checking, which encouraged her to check her own chest and subsequently find a lump in her armpit. After initially not wanting to make a fuss, she went to see her GP, was diagnosed with breast cancer and started her treatment soon after. Aria said: “I come from a South Asian background and learned from Mum’s experience that breast cancer is a taboo topic. Any mention of breasts was seen as something wrong, or that you didn’t discuss, so although people were supportive it was difficult to share our experience. You’d tell someone to check themselves and they were like, ‘what do you mean?’.”

But Aria believes her generation is a lot more open to speaking about these topics, something her mum feels very proud of, knowing that sharing these experiences can help others in a similar position. She has continued to spread awareness of breast cancer by joining her university’s CoppaFeel! Uni Boob Team where she has met others with similar experiences and heard breast cancer awareness spoken of positively.

Real Self Checker – Ella

Ella was just 23 when she was diagnosed with breast cancer during a routine check. She wants to use her voice to ensure all young people know that breast cancer can affect them too.

Ella had adrenal cancer when she was just nine months old, but made a full recovery. At the age of 22, she was told there was a chance she might have Li-Fraumeni Syndrome, a condition which prevents people from being able to suppress tumour growth. Tests confirmed she had the syndrome, and she was invited for annual full-body scans to check for cancer. She was on the waiting list for an elective double mastectomy to reduce her risk of breast cancer when, on her second scan, she was diagnosed with breast cancer.

She said: “When I got diagnosed I couldn’t feel a lump or anything. It was just through the luck of having the scan that I found out, otherwise I might not have known until much later. It’s terrible luck that I have Li-Fraumeni Syndrome, but it also saved my life. I want women who are younger to be checking themselves, I want men to be checking themselves, I want everyone to be aware of what their body feels and looks like, so that if they notice something unusual they are empowered to contact their GP and advocate for themselves”.

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