Asda to donate £50,000 to its Tickled Pink Campaign this Ramadan and Eid

To support Breast Cancer Now and CoppaFeel!’s ongoing work to raise funds for better treatments, vital education and life-changing support for anyone affected by breast cancer.

• This year, Asda Tickled Pink joins forces with the Asda ‘Together for Ramadan’ campaign 

• £50,000 from the sales of 11x selected products available at Asda will be donated to Tickled Pink charity partners, Breast Cancer Now and CoppaFeel!
• Products include Rubicon Mango, Laila Atta Flour and Badshah Basmati Rice

This year, Asda Tickled Pink is partnering with Asda’s ‘Together for Ramadan’ campaign to remind customers and colleagues, who are observing Ramadan and celebrating Eid, about the importance of checking their breasts, pecs or chests regularly. 

Customers looking to make charitable donations this month, will be able to make a significant contribution towards vital breast cancer awareness work, when they do their Asda shop. A total of 11 suppliers including Elephant Atta, Madina, Rubicon, Surya Foods, Desi Doll, Lancashire Farm, Pimlico, Indus, Badshah, KTC and The Mocktail Company will be supporting the ‘Together for Ramadan’ campaign. Thanks to their support, £50,000 from the sale of selected products will be donated to Asda Tickled Pink’s two charity partners, Breast Cancer Now and CoppaFeel!, to help with their ongoing work to increase breast awareness amongst underrepresented communities.  

Participating Products: 

In the UK, breast cancer incidence rates are lower in people from ethnically diverse backgrounds including South Asian, Black, Chinese, and mixed groups, when compared to white people. However, people from these backgrounds may have lower breast screening attendance, are at risk of a later stage diagnosis and poorer survival outcomes as well as having differences in care and treatment. 

Research found differences in beliefs regarding breast awareness including:  

• 1 in 5 (18%) Asian women do not believe they need to check their breasts AND  
• 1 in 10 (11%) Afro-Caribbean women do not believe they need to check their breasts COMPARED TO:  
• 1 in 20 (6%) White British do not believe they need to check their breasts

According to CoppaFeel!’s research, self-checking was found to be low amongst many Black and South Asian young women, with most not believing it was a concern for them right now, and that it was not spoken about within their communities. Through partnering with Asda’s ‘Together for Ramadan Campaign’, Asda Tickled Pink is on a mission to spread the vital message that anyone can be affected by breast cancer, regardless of ethnicity, age or gender. 

Dr Nighat Arif, who regularly appears on BBC Breakfast and This Morning to raise awareness of women’s health, says: “Ramadan is a time for Muslims to contemplate patience, giving, self improvement, and positive life changes through fasting and prayer. Through fasting, Muslims re-dedicate themselves to caring for their body, mind, heart and soul, so this is a brilliant time to be more breast aware. Check your breasts, pecs, chest and know the signs of breast cancer. It might save your life.”

Emma Betts, National Charity Partnerships Manager at Asda adds: “Anyone can be affected by breast cancer, regardless of your ethnicity, age or gender. It’s important to check yourself regularly and get any new or unusual changes checked by a GP as early diagnosis could help save your life. Working with our charity partners, Breast Cancer Now and CoppaFeel! we’re on a mission to make checking your breasts, pecs and chests, whoever you are, as normal as your Asda shop.”

Talat’s Story

Talat lives in London with her husband and two children. Seven years ago, she was diagnosed with triple negative breast cancer. 

“Apart from my immediate family, all my support structures were abroad, which made me feel very scared and alone,” Talat said. “Cancer is not something that is openly discussed in my community, so when I was diagnosed, I didn’t have anyone to speak to because I didn’t know anyone who had cancer.”

Talat came across Breast Cancer Now’s Someone Like Me service and was matched up with a volunteer. “From the moment we spoke, I felt supported. I had found someone who understood my fears.”