Tickled Pink products on sale
in stores from the
6th September

Asda launched the Tickled Pink campaign back in 1996 to raise money to help improve the lives of people with breast cancer, both now and in the future. Entering its 14th year, Asda's Tickled Pink campaign benefits two breast cancer charities - Breast Cancer Care and Breast Cancer Campaign and since it started, our work has raised over £21 million.


Maria at fashion show

Breast Cancer Care helped me feel a lot less alone

Maria was made aware of Breast Cancer Care – one of the two charities Tickled Pink supports – when she was diagnosed with the disease in 2004.

She recommends their website as the best place for women to find support when they’re first diagnosed, and also for friends and family who are looking for more information.

Maria says: “Cancer wipes out your confidence – I didn’t expect it to but it really did happen.”

She attended a two-day younger Women’s Forum held by Breast Cancer Care for women under 40 who had been diagnosed with breast cancer. The forum in Nottingham provided advice and support sessions from doctors and other healthcare professionals, and an opportunity to meet women going through the same experience.

Maria says: “It was so helpful meeting other women – it helped me feel a lot less alone.”

One of the most positive experiences was taking part in the annual Breast Cancer Care fashion show.

“Getting out on that catwalk with 1000 people cheering, you come out on cloud nine. It really helps your strength and confidence.” Maria now volunteers and helps out at the event each year.

Maria would love to see more Breast Cancer Care projects being funded in more regions around the country to reach out to as many women as possible. “It does so much for women with breast cancer.”

It’s now five years since Maria’s diagnosis and she’s hoping to receive the all-clear in August. “I’m still scared, but it will be very liberating – I’ve beaten it.”


Asda colleagues stride out for Breast Cancer Care

Every year hundreds of women take part in Pink Ribbonwalks to raise money for Breast Cancer Care – one of our two Tickled Pink charities – and this year 40 Asda colleagues joined a 500-strong turnout of walkers at Harewood House in West Yorkshire.


The walk, on Saturday 5 June, was one of four Pink Ribbonwalk events across the country where the participants have either experienced breast cancer themselves or know someone who has.

Asda Chief Financial Officer Judith McKenna was there to sound the starting claxon and take part in the 10-mile walk.


Fifteen of the Asda colleagues started earlier in the day on a 20-day walk, with the rest setting out on the 10-mile walk in the afternoon. Check out the gallery for some action shots.

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Breast Cancer Care

To find out more about these services please visit Breast Cancer Care's website or call their free Helpline on 0808 800 6000.