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.


Linda and her tombola at Chesser store

"Tickled Pink has always been close to my heart"

Asda colleague Linda Anderson is one of Tickled Pink’s most active supporters – and she’s been at the fundraising again. She recently held “the biggest tombola I’ve ever tackled” in Chesser Store, Edinburgh, and raised a fantastic £700.

Having sadly lost her Mum to breast cancer, Linda herself was diagnosed with the disease in 2007. After going through a masectomy, chemotherapy and radiotherapy, 3 years down the line she now only has to have a once-yearly check up and hopes to get the all clear in a couple of years time.

“Tickled Pink has always been a charity close to my heart” Linda says. “The year I was ill I was still helping fundraising”. With raffles, tombolas, car washes and many other fundraising initiatives, Linda has helped raised thousands for Tickled Pink over the past few years.

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Tickled Pink
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"If it wasn't for Tickled Pink, I wouldn't be here"

Jayne and Summer

"If it wasn't for Tickled Pink, I wouldn't be here"

Jayne, from Liverpool, provides a great example of the impact Tickled Pink can have – “If it wasn’t for Tickled Pink I wouldn’t be here,” she says. “It was because of Asda that I started to check my breasts.”

Jayne always bought Tickled Pink products at her local Asda store, and it was awareness of the messages behind the campaign that prompted her to start regularly checking her breasts.

In 2007 she found a lump and immediately went to the doctors to have it examined. Unfortunately for Jayne, she didn’t receive a proper diagnosis for at least another 18 months.

“I thought I was going to die because I knew I’d had it for 18 months to two years.” However, Jayne’s cancer was not the most aggressive form of the disease and, having undergone 12 weeks of treatment, there is now only a 5% chance that her cancer will return.

Jayne is involved with Breast Cancer Campaign, one of the two charities that Tickled Pink supports, and actively shares her experience to try to raise awareness and help other women deal with their experiences.

“If you get it early enough,” Jayne told us, “you can be okay – people need to know that.”

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Breast Cancer Campaign
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"If it wasn't for Tickled Pink, I wouldn't be here"

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.”

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Breast Cancer Care
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"If it wasn't for Tickled Pink, I wouldn't be here"

"Secondary breast cancer doesn't mean game over"

Emma was diagnosed with primary breast cancer in 2004 and is now being treated for secondary breast cancer. In the video, she talks about how she has coped living with the disease, and all the things she has managed to do in her life since diagnosis.

She is a passionate supporter of Breast Cancer Campaign, as she wants to support further research into treating the disease and finding a cure. She organised two charity balls and walked the Great Wall of China to raise money, and continues to share her story to raise awareness of the disease and reach out to people affected by it.

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Breast Cancer Campaign
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"If it wasn't for Tickled Pink, I wouldn't be here"