Over the last 25 years, ASDA’s Tickled Pink charity - a partnership between the retailer, CoppaFeel! and Breast Cancer Now - has raised a staggering £77 million to help fund research and treatment. And whilst we all know that checking yourself regularly for breast cancer could save your life, alarmingly only 1 in 2 women actually do it regularly. It's even less men. 

So this year, during Breast Cancer Awareness month, our goal was to create a stand-out awareness campaign that would normalise the notion of checking your breasts and make it super easy to do so. And where better to lead the charge than at the everyday supermarket self-checkout. 

Our idea: to turn the regular weekly shop into a regular reminder to self-check for breast cancer. Because while supermarket self checkouts can save you time, a real self checkout can save you a lifetime.

From the self-checkout to the basket and beyond, we utilised every part of the shoppers journey to remind customers about the importance of a real self-checkout. Replacing the common bar code with a new design icon - the bra code, we employed it  tactically from aisle to aisle. Floor stickers, shelf cards, till takeovers, tannoy announcements and receipts reinforced the message that the most important checkout is ‘a real self checkout’. 

All of this helped establish a mental connection between ASDA's supermarket self checkouts and a real lifesaving self checkout. Turning a weekly habit into a life-saving one.