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.


Dr Jayaraman

Dr Padma-Sheela Jayaraman

(University of Birmingham)

A molecule called PRH is believed to play a crucial role in controlling breast cancer cell growth. Dr Padma-Sheela Jayaraman aims to find out whether PRH could play a part in developing a new way to treat breast cancer.

In the laboratory, Dr Jayaraman will grow breast cancer cells that produce varying amounts of PRH. She will then study the effect this has on the cells’ ability to grow and divide, as well as its impact on the size of tumours formed. This important research could lead to much needed new treatments to slow down tumour growth.

Posted in:  

Breast Cancer Campaign - West Midlands

Professor Williams

Professor Gwyn Williams

(Keele University)

The study will look at how breast cancer cells avoid the body’s natural defences and will produce new approaches for treating breast cancer.

Posted in:  

Breast Cancer Campaign - West Midlands

Professor Latif

Professor Farida Latif

(University of Birmingham)

Breast cancer can develop when certain types of genes called tumour suppressor genes in breast cells don’t work properly. It is important to understand how and why this happens in order to prevent, detect and treat breast cancer.

This project aims to identify new genes involved in breast cancer development, to help scientists find ways to prevent and detect breast cancer and develop new treatments.

Posted in:  

Breast Cancer Campaign - West Midlands