Colleagues from Asda Boston have completed a charity awareness walk to encourage people to make regular breast and chest checking part of their everyday routine, while continuing their support for two leading breast cancer charities.
Eight colleagues from the Lister Way store took part in a 9-kilometre (5.5-mile) walk on Sunday 26 July, setting off at 4:30pm and travelling to Anton’s Gowt before returning to the store. The event was organised to highlight the importance of breast awareness and encourage people to become familiar with what is normal for their body.
The team hopes that by raising awareness, more people will feel empowered to seek medical advice if they notice any unusual changes. Early diagnosis remains one of the most important factors in improving outcomes for people affected by breast cancer, with treatment often being more effective when the condition is detected at an earlier stage.
The walk forms part of Asda Boston’s ongoing support for Tickled Pink, Asda’s long-running breast cancer fundraising partnership. So far in 2026, the local store has raised £2,773 for Tickled Pink’s charity partners, Breast Cancer Now and CoppaFeel!, through a variety of fundraising and awareness activities.
Breast Cancer Now is the UK’s leading breast cancer research and support charity, combining world-class scientific research with life-changing support services for anyone affected by the disease. The charity is dedicated to providing help and hope for those living with, through and beyond breast cancer.
CoppaFeel! is the UK’s only youth-focused breast cancer awareness charity and is committed to ensuring that every young person is regularly checking their chest. Through education and awareness campaigns, the charity encourages people to know their bodies and recognise potential signs and symptoms as early as possible.
Stephen Bromby, Community Champion at Asda Boston and one of the colleagues who took part in the walk, said: “Breast cancer can affect people of any age, gender, ethnicity or background. Through activities like this walk, we want to encourage everyone in our community to get into the habit of regularly checking their boobs, pecs or chest, so it becomes as normal and routine as doing their weekly Asda shop.
“Awareness is incredibly important because early detection can make a real difference. By helping people feel confident about knowing their bodies and recognising changes, we can encourage earlier conversations with healthcare professionals when something doesn’t feel right.
“Asda colleagues and customers across the UK have shown remarkable support for Tickled Pink over the past 30 years, raising more than £100 million to fund life-changing research, vital education programmes and support services. We are proud to play our part in helping improve outcomes for people affected by breast cancer.”
To support people in building regular breast and chest checking habits, Asda Boston is encouraging members of the public to sign up for CoppaFeel!’s free monthly text reminder service. The service helps people remember to carry out regular checks, making breast awareness a consistent part of their health routine. Sign up to free monthly text message reminder service by texting ‘ASDA’ to 82228 (For all the T&Cs visit www.coppafeel.org/remind-me/remind-me-sms )
The store is also looking ahead to Breast Cancer Awareness Month in October, when it will join colleagues and volunteers across the country in hosting the annual Tickled Pink fundraising weekend.
As part of the national campaign, volunteers are being invited to support a bucket collection at the Boston store during the weekend of 3 and 4 October. Funds raised will help support groundbreaking research, life-changing support services and vital awareness programmes delivered by Breast Cancer Now and CoppaFeel!.
Volunteers are asked to commit as little as one hour during the weekend. They will have the opportunity to speak with shoppers, share important awareness messages and help create a positive fundraising atmosphere in store. This year’s event will be especially significant as it forms part of the celebrations marking the 30th anniversary of Tickled Pink, one of the UK’s longest-running corporate charity partnerships supporting breast cancer causes.
Stephen added: “Every October, the Tickled Pink bucket collection brings together colleagues, customers and volunteers to make a real difference. The support we receive from local people is always incredible and helps us raise both funds and awareness.
“Our volunteers play a crucial role in the success of the event. Their enthusiasm helps start important conversations about breast awareness while generating vital support for our charity partners. We would love to welcome new volunteers this year and encourage anyone who can spare a little time to get involved.”
People interested in volunteering during the October fundraising weekend can register through the CoppaFeel! website, https://coppafeel.org/join-the-asda-tickled-pink-fundraising-weekend, where they can provide their contact details and request a free volunteer t-shirt.
In addition to fundraising events, local residents can continue supporting Tickled Pink throughout the year by donating unwanted clothing to the textile recycling banks located in Asda car parks across the UK. Every donation contributes towards raising essential funds for Breast Cancer Now and CoppaFeel!, helping both charities continue their vital work supporting those affected by breast cancer and promoting the importance of early detection.
Through fundraising, awareness campaigns and community engagement, Asda Boston remains committed to supporting both charities while encouraging more people to make regular breast and chest checking a normal part of everyday life.
