NEW research, released this week by Asda, finds that more than a third (38%) of people living in Wales admit to having never checked their chests, or having a checking routine, highlighting the need for continued awareness and education around breast cancer symptoms and early detection.

Currently, 1 in 7 women will be diagnosed with breast cancer in their lifetime in the UK. This year alone, around 55,500 women and around 400 men are expected to get a diagnosis.

Despite this, according to a new report from Asda, 33% of Brits admit to having never checked their chests. That figure climbs even higher in pockets of the country known as 'checking deserts': Wales (38%), the West Midlands (39%), Scotland (37%), the East Midlands (36%), London (35%) and Yorkshire (31%).

The findings place Wales among Asda’s map of key ‘checking deserts’ and have prompted Asda to roll out 500 pink trolleys in 10 stores across these regions to increase awareness and stop shoppers in their tracks, including Welsh stores in Llanelli and Wrexham.

Breast checking awareness remains important nationwide, with 47% of those surveyed keen to keep a closer eye on their own health and 36% wanting to be more aware of potential signs and symptoms. Yet 15% aren’t confident they would know what to do5.

The new pink trollies contain chest checking posters as well as a QR code taking shoppers to chest checking guidance and signs and symptoms of breast cancer by charity partners Breast Cancer Now and CoppaFeel!.

The QR code on the trolley handles also takes shoppers straight to Asda's Pledge-o-Meter; a live tracker of people pledging to check their chests regularly. Taking just seconds, shoppers are encouraged to pledge to check, share it with their friends and family, and choose to make a small donation to Asda Tickled Pink at the same time. Link to the Tickled Pink pledge page can be found here.

The pink trolleys are not the only way that Asda Tickled Pink is encouraging people to check their chests. Tickled Pink products are available across Asda stores this October displaying chest checking messaging, as well as around 900 million till receipts printed by Asda over the course of the year.

Mary Williams, Community Champion at Asda Wrexham said: “As a Community Champion, I'm passionate about supporting causes that matter to local people. I've worked at Asda for 26 years and have proudly supported the Tickled Pink campaign every year. While I’m privileged to help lead our fundraising efforts, none of it would be possible without the incredible support of my colleagues. Their commitment and enthusiasm are the backbone of everything we do for Breast Cancer Now and CoppaFeel!

“With almost four in ten people in Wales saying they've never checked their chest, we're hoping to encourage more people in Wrexham and right across the nation to take that simple but important step."

“Our Tickled Pink campaign has raised over £100 million in the last 30 years. We are driving awareness of breast cancer and early detection by encouraging everyone to check their chest. Together, we’re putting breast cancer awareness on everyone’s list,” says Emma Betts, Charity Partnerships Manager from Asda. “We’re hoping our customers will embrace our bold new pink trolleys and sign our pledge where we hope to have 1,000,000 more customers checking this Autumn, and beyond.”

Carrie Green, associate director, philanthropy and partnerships at Breast Cancer Now, said: “The Tickled Pink partnership has achieved amazing things over the last 30 years, but with a third of Brits admitting they’ve never checked their chest, it’s clear more vital awareness work is needed. It’s fantastic to see Asda turning their trolleys pink and sharing guidance on signs and symptoms, whilst encouraging customers to check themselves regularly. The sooner breast cancer is found, the more likely treatment is to be successful, meaning chest checking can save lives.”

Natalie Haskell, CEO at CoppaFeel! said: “These pink trolleys bring a vital reminder directly into communities where people are least likely to be checking, helping to start conversations and making breast awareness part of everyday life. We’re proud to be a part of Asda Tickled Pink to reach people locally with the confidence to know what’s normal for them and act early if something changes.”

In the 1990s, 70% of women survived breast cancer for 5 or more years6. Thanks to the power of research and advances in how the disease is detected, diagnosed and treated, this number is now nearly 90%7. Asda Tickled Pink’s funding has fuelled this progress over the last three decades. In total it has raised over £100 million for world-class research, vital education and life-changing support.

Pink trolleys are being rolled out across selected Asda stores in ‘checking deserts’ throughout October, with stores from Llanelli to Colindale championing Breast Cancer Awareness month. Simply pick up a pink trolley and find out more about how you can begin your checking routine.