Asda Offers ‘Real Self-Checkouts’ To Promote Breast Cancer Awareness

This October, for Breast Cancer Awareness Month, Asda is turning the bar codes on its receipts into “bra codes,” with in-store ambassadors stationed at self-checkouts to remind customers to perform ‘The Real Self-Checkout’. 

In collaboration with Breast Cancer Now, CoppaFeel!, and creative agency Havas London, the supermarket chain wants to raise awareness of how regularly checking your chest could be a life-saving measure. 

According to Breast Cancer Now, over half a million people in the UK live with breast cancer, with over 11,500 lives lost to the disease each year. 

Hoping to spotlight this issue, the annual Tickled Pink campaign—the longest-running UK corporate charity partnership—has been ongoing for 26 years, raising over £77 million (US$87 million) in funds for the initiative. 

Over the years, the money has been used to start the country’s first national breast cancer tissue bank, fund various research projects, and create a support hotline for those suffering from the disease.

Customers can support the cause by purchasing special “pink products” during the month, including Rimmel Nail Varnish, Coca-Cola Zero & Diet, Pantene Hair Care, and other exclusive Tickled Pink merchandise.

[via LBB Online and Asda, images via various images]