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About the Partnership


Asda Tickled Pink, established in 1996, is the UK's longest-running corporate charity partnership, dedicated to supporting breast cancer charities. The partnership funds world-class research, life-changing support services, and vital educational programmes.

Initially collaborating with Breast Cancer Care, which later merged with Breast Cancer Now in 2018, the campaign expanded its partnership in 2020 to include CoppaFeel!, to promote regular chest checking habits among younger individuals.

The partnership engages Asda customers and colleagues through awareness raising campaigns, in-store fundraising activities, and exclusive product ranges and collaborations with well-known brands, which often feature limited-edition, attention-grabbing pink packaging during Breast Cancer Awareness Month in October. This collective effort not only generates funds but also significantly raises awareness about breast health across the UK. Together, we’re putting breast cancer awareness on everyone’s list.

What We've Funded


The Breast Cancer Now Biobank

One of our biggest achievements has been supporting the creation of the Breast Cancer Now Tissue Bank. The Breast Cancer Now Biobank, established in 2012, is the UK's largest repository of breast tissue, cells, and blood samples, with over 129,000 collected and more than 12,000 allocated to research projects. The Biobank addresses the critical need for high-quality samples in breast cancer research. By providing scientists worldwide with access to these materials, it accelerates advancements in diagnosis and treatment, contributing to significant findings such as the impact of obesity on breast cancer development and the identification of proteins that may facilitate cancer spread.

Read more about the Biobank here
CoppaFeel! Volunteer breast health awareness talk (1)

Education and Outreach projects with CoppaFeel!

CoppaFeel! aims to ensure that all breast cancers are diagnosed at the earliest stage possible by educating and encouraging young people to get to know their chest, and empowering them to get anything unusual checked out by a GP.  Together, with Tickled Pink, we are prioritising awareness of the importance of regular chest checking, knowing the signs of breast cancer, and championing CoppaFeel!’s message that, whatever your age or gender, getting to know your body and chest could save your life. The funds raised by Tickled Pink will continue to enable CoppaFeel! to reach significantly more people and achieve our joint aim of increasing monthly checking amongst 18-24 year olds in the UK to drive an extra 1,000,000 young people to adopt regular chest checking behaviour by 2025.

World-class Breast Cancer research across the UK

Breast Cancer Now is dedicated to funding world-class research aimed at preventing breast cancer, saving lives, and enhancing the quality of life for those affected by the disease. With an investment of approximately £299 million over the past three decades, the organization currently supports over 100 innovative projects across the UK and Ireland, engaging more than 270 leading researchers. Their research focuses on four key areas: secondary breast cancer, improving quality of life, developing better treatments, and advancing prevention and early diagnosis strategies. Through rigorous peer-review processes and collaboration with independent experts, Breast Cancer Now ensures that funded projects have the highest potential to benefit individuals at risk of or living with breast cancer.

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Breast Cancer Now Support Services

Breast Cancer Now offers a range of free support services for individuals affected by breast cancer, accessible in person, online, by phone, or through printed materials. For those with primary breast cancer, programs like Moving Forward assist in adjusting to life post-treatment, while Younger Women Together provides tailored support for women aged 18 to 45. Individuals with secondary breast cancer can benefit from the Living with Secondary Breast Cancer sessions, and Younger Women with Secondaries Together offers specialized support for younger women. The Someone Like Me service connects users with trained volunteers who share similar experiences, offering personalized support. Additionally, Breast Cancer Now provides a free nurse helpline at 0808 800 6000, available Monday to Friday from 9am to 4pm, and Saturday from 9am to 1pm.

For email inquiries, individuals can contact their nurses at [email protected].

Other resources include an online forum for community support, the Becca app for those navigating life after a primary breast cancer diagnosis, and the Access Fund, which provides financial assistance to help individuals attend support services.

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