Asda raises £40 million for Tickled Pink campaign

Asda raise £40 million for Tickled Pink campaign

Following 17 years of essential fundraising, we are thrilled to announce that Asda’s Tickled Pink Campaign has raised a landmark £40 million for Breast Cancer Campaign and Breast Cancer Care.

Tickled Pink was founded in 1996 by Asda with the aim to raise awareness of and money for the treatment of breast cancer in the UK.  Forging one of the most significant partnerships between business and charity in the UK, over the last 17 years Asda has enabled the two charities to help people diagnosed with breast cancer receive valuable support, while also funding world-class research to help improve diagnosis, treatment and hopefully one day, a cure.

Year on year, Asda colleagues do amazing things such as wearing pink wigs, being sponsored to shave their heads, organising bucket collections and taking part in mammoth cycling events to raise thousands of pounds having fun and at the same time, engaging their customers with the vital work that Tickled Pink supports.

And every October, Asda suppliers such as Dolmio, Philadelphia, Kleenex, Youngs Fish Fingers, Surf and New Covent Garden Soup, to name but a few!, turn their products pink to raise even more for us! Plus, George at Asda always makes a wonderful range of Tickled Pink t-shirts so customers can wear their support for the campaign throughout the year.

The Tickled Pink Campaign also has glamorous support from celebrities such as Zoe Hardman, Michelle Keegan, Alexandra Burke, Kara Tointon and Diana Vickers, who have all helped to drive the Tickled Pink Campaign over the years.

Breast cancer is the most common cancer in the UK with around 50,000 people diagnosed with the disease each year, while one in eight women will be diagnosed in their lifetime.

The funds raised by Tickled Pink have transformed the work of both charities; without it they quite simply wouldn't have been able to provide the vast range of services, support and research to those who need it most. 

Paul Kelly, Asda's Corporate Affairs Director, said:

“The past 17 years of Asda’s Tickled Pink campaign have been remarkable. We have raised funds to help fight breast cancer through a unique partnership with two of the UK’s leading breast cancer charities and have raised £40 million with the support of our inspirational colleagues and customers. We see Tickled Pink as our chance to do something that really makes a difference to all those people affected by breast cancer in the UK – helping fund the vital research, support services and one-day hopefully a cure.”

Asda is a founding partner of the Breast Cancer Campaign Tissue Bank, the UK’s first nationwide store of breast cancer tissue samples. This unique resource is vital to research and a major step forward towards finding the cures for all breast cancers.  Asda’s funding also enables Breast Cancer Campaign to invest in life-saving research and resources providing women with an earlier diagnosis, improved treatment, a greater chance for survival and one day, hopefully, a cure for the disease.

Baroness Delyth Morgan, Breast Cancer Campaign CEO said:

“In the last 20 years, the campaign to overcome breast cancer has gone from strength to strength, and more women are outliving the disease than ever before. But, it's still the most common form of cancer. The Tickled Pink collaboration has enabled us to drive world-class breast cancer research and given us greater knowledge to help us aim to overcome and outlive breast cancer in our lifetime.”


“We’d like to thank Asda, their very generous colleagues, customers and suppliers for their exceptional support.  Without Tickled Pink a lot of this work would not have been possible.”

Continuing to show their dedication to our cause, Asda colleagues have been taking part in our Spread the Word campaign, with some stores such as Bournemouth even creating their own YouTube video! You can view lots of the #spreadtheword selfies on our Pinterest board from Asda staff at stores across the UK.