Asda Tickled Pink's journey to 30
1995 – Asda colleagues lay the foundations for Tickled Pink by getting the business to agree to support breast cancer as a cause
1996 – Tickled Pink takes its first cheeky steps into the world in partnership with Breast Cancer Now’s legacy charity Breast Cancer Care
Late 1990s – around 7 in 10 women who’ve had breast cancer survive for 5 or more years.
2000 – Tickled Pink enters the new millennium in style, hitting its first £1 million raised for breast cancer charities
2003 – Louise Redknapp hits #5 in the charts with Tickled Pink charity single ‘Don’t Give up’. Music to our ears!
2003 – breast cancer becomes the most common cancer among women in the UK
2004 - we reach £8 million raised since 1996. Now that’s real change, real fast!
2008 – Moving Forward launches, offering support groups for people adjusting to life after breast cancer treatment. Since then, it has supported over 38,000 women
2012 – the Breast Cancer Now Biobank launches, with Asda Tickled Pink as a founding funder. Since then, it has collected over 148,000 samples and contributed to more than 200 breast cancer discoveries.
2016 – Asda and their suppliers turn 21 products pink for breast cancer awareness month. Each one carries a donation back to breast cancer charities. Brilliant, eh?
2017 – George add chest check reminders to every bra sold, along with a generous donation to match– since then they’ve raised £4.5m!
2019 - Asda puts an all-important chest checking reminder on the back of every receipt printed. In the last 7 years, that’s nearly 6 billion chest checking reminders!
2019 – Asda starts funding 2 expert breast care nurses on Breast Cancer Now’s helpline.
2019 - alongside Breast Cancer Now, CoppaFeel! joins Asda Tickled Pink!
2021 - Asda puts an all important chest checking reminder on the back of every receipt printed. That’s nearly 5 billion receipt reminders to date!
2021 – Tickled Pink hits the road, with Asda delivery vans carrying checking reminders into communities across the UK. 2021 – funded by Tickled Pink, CoppaFeel! launches a research project with the University of Nottingham, to understand breast referral behaviours in primary care in women under the age of 35 years
2022 – Asda starts funding the entire Breast Cancer Now Research Unit at King’s College London, dedicated to improving treatments for triple negative breast cancer, one of the hardest types of breast cancer to treat
2022 - CoppaFeel! reaches over 108,000 subscribers to their text reminder service, powered by Asda Tickled Pink
2022 – Breast Cancer Now helps secure UK-wide access to Olaparib, a potentially life-saving drug for some people with primary breast cancer
2022 – Asda gives their Customer & Community Champions fundraising kits to help them raise money during Breast Cancer Awareness Month in October. It helped them raise an incredible £140,000!
2023 – we celebrate Ramadan and Eid for the first time at Asda stores with a reminder to check your boobs, pecs or chest!
2023 – screening gets closer to the weekly shop, with Asda, Breast Cancer Now and the NHS bringing breast screening vans to Asda car parks across the UK 2023 - with key developments funded by Tickled Pink, CoppaFeel! has over 152,000 people use their Self-Checkout web app
2023 - CoppaFeel! launches their breast awareness module for Health Care Professionals on NHS E learning for Healthcare, with 1153 enrolling!
2024 - CoppaFeel! gives out 116,500 shower hangers to students across the UK as a simple reminder to check your chest at an opportune moment
2024 – our chest-checking reminders start popping up in unexpected places across Asda stores, from melons to moisturisers and everything in between. Spot one, take the hint and have a check
2024 – with Asda’s help and 55,000 campaigners onside, Breast Cancer Now succeeds in calling for NHS England to run a breast screening awareness campaign
2024 - Amy Dowden MBE designs the official George Tickled Pink t-shirt raising £53,000
2024 - ‘the Big Clothing Clear-Out’ increases clothing donations to the Salvation Army - meaning more funds for Tickled Pink
2025 – we hit a dazzling £100m raised since 1996! That’s enough to buy your own private island. Twice.
2025 – 9 in 10 women now survive breast cancer for 5 years or more
2026 – after 10 years of Breast Cancer Now’s campaigns, the UK government commits to more accurate data collection for metastatic breast cancer as part of the National Cancer Plan for England
2026 – breast cancer remains the most common cancer for women in the UK
2026 – 57 Asda stores took on our 30 for 30 challenge - our first virtual fundraiser celebrating our 30th birthday
2026 – Tickled Pink turns 30! But we think we don’t look a day over 21
2026 - 57 Asda stores take on our special 30 for 30 fundraiser to celebrate!
And like every birthday, we’re not stopping there. We’re looking ahead, making sure the future is Tickled Pink too.