London | Breast Cancer Awareness Month, October 2026
October is Breast Cancer Awareness Month, and if you shop at Asda in Charlton or Colindale you might spot something different. As part of its Tickled Pink campaign, Asda has sprayed 500 trolleys bright pink in areas where people are least likely to check their chests. Here are five things to know.
1. London is a “checking desert”
New research for Asda found 35% of Londoners have never checked their chests or don’t have a checking routine, slightly above the national figure of 33%. That puts London among the UK’s “checking deserts”, alongside the West Midlands, Wales, Scotland, the East Midlands and Yorkshire.
2. Look out for pink trolleys in Charlton and Colindale
The pink trolleys are being rolled out at Asda Charlton and Asda Colindale in London, plus eight other stores around Britain, throughout October. The idea is simple: turning the weekly shop into a reminder to check. Each trolley carries a QR code linking to clear guidance on how to check and what signs to look for.
3. Why checking matters
In the UK, 1 in 7 women will be diagnosed with breast cancer in their lifetime, and around 55,500 women and 400 men are expected to be diagnosed this year. The sooner breast cancer is found, the more likely treatment is to work. In the 1990s, 70% of women survived for five years or more; today it’s nearly 90%.
4. Make a pledge in seconds
Scanning the QR code also takes you to Asda’s Pledge-o-Meter, where you can pledge to check your chest regularly, share it with friends and family, and make an optional donation. Asda’s goal is to get one million more customers checking.
5. 30 years of Tickled Pink
Asda Tickled Pink has raised more than £100 million over 30 years for research, education and support, delivered by charity partners Breast Cancer Now and CoppaFeel!. If you’re worried about breast health, Breast Cancer Now’s free, confidential nurse helpline is on 0808 800 6000.