Asda Boston is encouraging local people to make chest-checking part of their regular routine during October’s Breast Cancer Awareness Month, as the retailer’s Asda Tickled Pink campaign marks its 30th anniversary of raising funds and awareness for breast cancer causes.
Throughout October, colleagues at the Lister Way supermarket will be supporting a range of fundraising and awareness activities designed to highlight the importance of early detection and encourage people to get to know what is normal for their chest. Regular checking can help people spot changes quickly and seek medical advice if something doesn’t seem right.
As part of this year’s campaign, Asda Boston’s Lister Way supermarket is one of just 100 Asda stores across the UK to host ITV Lorraine’s Change + Check ‘Check-O-Meter’, an interactive initiative encouraging shoppers to pledge to check their breasts regularly.
The campaign is returning this year with a simple mission: to get the whole of Britain checking their boobs. The 2026 drive to get people checking their chests was launched by TV GP Dr Amir Khan on ITV’s Lorraine TV show on Thursday 1 October at Asda Grantham and was supported by local Asda community champions – including Stephen Bromby from Boston’s Lister Way supermarket.
Research highlighted by the campaign shows that around a third of people never check their breasts, with the Midlands identified as one of the areas where checking is least common. Change + Check aims to help change that by making conversations about breast health more open and encouraging people to understand what is normal for them.
The initiative forms part of Asda’s wider Tickled Pink campaign, which supports Breast Cancer Now and CoppaFeel! Since launching in 1996, Tickled Pink has raised more than £110 million for breast cancer causes, helping fund world-class research, life-changing support services, education programmes and awareness campaigns.
Asda Boston Community Champion Stephen Bromby said: “Breast Cancer Awareness Month is an important opportunity to remind people that checking your chest could save your life. Through Tickled Pink, we’re not only raising funds for two incredible charities, but also helping to spread a simple message: check regularly, know what’s normal for you, and speak to your GP if you notice anything unusual.
“Breast cancer can affect anyone, regardless of age or gender, which is why we’re encouraging everybody to take a few moments each month to check their chest. By having these conversations in our store and community, we hope to raise awareness and give people the confidence to take action if they notice a change.”
On Saturday 3 October, Richard Tice, Member of Parliament for Boston and Skegness, visited the store during the Asda Tickled Pink National Collection Weekend to meet colleagues and volunteers supporting the campaign and learn more about the fundraising activities taking place throughout the month.
Volunteers were recruited to join in at the Boston supermarket, not only as fundraisers but also living examples of the importance of everything that the store is doing for its charity partners, Breast Cancer Now, which funds world-class research and provides life-changing support for people affected by breast cancer, and CoppaFeel!, which raises awareness of the importance of regular chest checking and early detection among young people.
The national campaign will also see hundreds of specially selected grocery products turn packaging pink, with a minimum of 10% of the price of participating products donated to Breast Cancer Now and CoppaFeel!
The message is simple: check regularly, know what is normal for you, and speak to your GP if you notice anything new or unusual.
