Eye-catching pink trolleys are turning everyday shopping trips into life-saving reminders.
The trolleys are part of Asda’s latest campaign to boost breast cancer awareness in Kirkcaldy and other areas across Scotland.
This October, 500 trolleys are being rolled out across stores in regions with the lowest rates of chest checking, as part of Asda’s long-running Tickled Pink breast cancer campaign.
Emma Betts, charity partnerships manager at Asda, said: "Our Tickled Pink campaign has raised over £100 million in the last 30 years.
"We are driving awareness of breast cancer and early detection by encouraging everyone to check their chest.
"Together, we’re putting breast cancer awareness on everyone’s list.
"We’re hoping our customers will embrace our bold new pink trolleys and sign our pledge where we hope to have 1,000,000 more customers checking this Autumn, and beyond."
A third of Scots surveyed (37 per cent) said they have never checked their chest for signs of cancer or do not have a regular checking routine.
The pink trolleys are designed to catch shoppers’ attention and encourage them to build chest checking into their daily lives.
Each trolley includes a QR code linking to information on how to check your chest, signs and symptoms to look out for, and an option to pledge to check regularly.
Shoppers can also choose to share the pledge with friends and family and make a small donation to the Tickled Pink campaign.
Asda’s Tickled Pink campaign has supported breast cancer causes for 30 years, raising more than £100 million for research, education, and support services through its charity partners Breast Cancer Now and CoppaFeel!.
Sam Will, community and customer champion at Asda Dundee Kirkton, shared her personal experience with breast cancer.
Ms Will said: "I’ve been supporting Tickled Pink since I started at Asda 11 years ago.
"Someone up there’s thought, ‘How can you be telling people about breast cancer, when you’ve not had it? So, there you go.’
"I was diagnosed with Stage 3 breast cancer in 2023.
"There was a cancer nurse in the room, and she started producing the Breast Cancer Now leaflets.
"It gave me a surprise it was actually Breast Cancer Now leaflets, and not an NHS leaflet.
"When they gave me the leaflet, I went into fundraising mode thinking this is something I want to use to raise more money and raise awareness about what support people get through their diagnosis.
"I’d done a lot of fundraising before my diagnosis, but after it, I understand even more why it’s so important.
"My hope is that I can encourage as many people as possible to check every month and maybe one day, with all the amazing research and fundraising, we could get a cure."
Asda is also promoting Tickled Pink messaging through product packaging and till receipts, with around 900 million receipts featuring chest-checking reminders this year alone.
Carrie Green, associate director of philanthropy and partnerships at Breast Cancer Now, said: "The Tickled Pink partnership has achieved amazing things over the last 30 years, but with a third of Scots admitting they’ve never checked their chest, it’s clear more vital awareness work is needed.
"It’s fantastic to see Asda turning their trolleys pink and sharing guidance on signs and symptoms, whilst encouraging customers to check themselves regularly.
"The sooner breast cancer is found, the more likely treatment is to be successful, meaning chest checking can save lives."
Natalie Haskell, CEO at CoppaFeel!, said: "These pink trolleys bring a vital reminder directly into communities where people are least likely to be checking, helping to start conversations and making breast awareness part of everyday life.
"We’re proud to be a part of Asda Tickled Pink to reach people locally with the confidence to know what’s normal for them and act early if something changes."
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