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Asda to donate £50,000 to its Tickled Pink Campaign, this Ramadan and Eid

To support Breast Cancer Now and CoppaFeel!’s ongoing work to raise funds for better treatments, vital education and life-changing support for anyone affected by breast cancer.

  • This year, Asda Tickled Pink joins forces with the Asda ‘Together for Ramadan’ campaign
  • £50,000 from the sales of 11x selected products available at Asda will be donated to Tickled Pink charity partners, Breast Cancer Now and CoppaFeel!
  • Products include Rubicon Mango, Laila Atta Flour and Badshah Basmati Rice

This year, Asda Tickled Pink is partnering with Asda’s ‘Together for Ramadan’ campaign to remind customers and colleagues, who are observing Ramadan and celebrating Eid, about the importance of checking their breasts, pecs or chests regularly.

Customers looking to make charitable donations this month, will be able to make a significant contribution towards vital breast cancer awareness work, when they do their Asda shop. A total of 11 suppliers including Elephant Atta, Madina, Rubicon, Surya Foods, Desi Doll, Lancashire Farm, Pimlico, Indus, Badshah, KTC and The Mocktail Company will be supporting the ‘Together for Ramadan’ campaign. Thanks to their support, £50,000 from the sale of selected products will be donated to Asda Tickled Pink’s two charity partners, Breast Cancer Now and CoppaFeel!, to help with their ongoing work to increase breast awareness amongst underrepresented communities. 

Participating Products:

Product NameRRP
Biryani Masala£0.75 (3 for £2)
Aamina Talking Muslim Doll£25.00
KTC Gram Flour£2.50
The Mocktail Company Mojito£1.30 (2 for £2)
Pakeeza Mango Lassi 330g£1.00
Pimlico Fizzy Fruit Punch 450g£2.39 (2 for £4)
Madina Palestinian Medjoul Dates 450g£5.00
Laila Atta Flour 10kg£6.00
Badshah Basmati 10kg£15.00
Elephant Atta Medium 1.5kg£2.00
Rubicon Mango 4x1L£5.00

In the UK, breast cancer incidence rates are lower in people from ethnically diverse backgrounds including South Asian, Black, Chinese, and mixed groups, when compared to white people. However, people from these backgrounds may have lower breast screening attendance, are at risk of a later stage diagnosis and poorer survival outcomes as well as having differences in care and treatment. 

Research found differences in beliefs regarding breast awareness including:  

• 1 in 5 (18%) Asian women do not believe they need to check their breasts AND  

• 1 in 10 (11%) Afro-Caribbean women do not believe they need to check their breasts COMPARED TO:  

• 1 in 20 (6%) White British do not believe they need to check their breasts[1] 

According to CoppaFeel!’s research, self-checking was found to be low amongst many Black and South Asian young women, with most not believing it was a concern for them right now, and that it was not spoken about within their communities.[2] Through partnering with Asda’s ‘Together for Ramadan Campaign’, Asda Tickled Pink is on a mission to spread the vital message that anyone can be affected by breast cancer, regardless of ethnicity, age or gender.

Dr Nighat Arif, who regularly appears on BBC Breakfast and This Morning to raise awareness of women’s health, says: “Ramadan is a time for Muslims to contemplate patience, giving, self improvement, and positive life changes through fasting and prayer. Through fasting, Muslims re-dedicate themselves to caring for their body, mind, heart and soul, so this is a brilliant time to be more breast aware. Check your breasts, pecs, chest and know the signs of breast cancer. It might save your life.”

Emma Betts, National Charity Partnerships Manager at Asda adds: “Anyone can be affected by breast cancer, regardless of your ethnicity, age or gender. It’s important to check yourself regularly and get any new or unusual changes checked by a GP as early diagnosis could help save your life. Working with our charity partners, Breast Cancer Now and CoppaFeel! we’re on a mission to make checking your breasts, pecs and chests, whoever you are, as normal as your Asda shop.”

Talat’s Story

Talat lives in London with her husband and two children. Seven years ago, she was diagnosed with triple negative breast cancer.

“Apart from my immediate family, all my support structures were abroad, which made me feel very scared and alone,” Talat said. “Cancer is not something that is openly discussed in my community, so when I was diagnosed, I didn’t have anyone to speak to because I didn’t know anyone who had cancer.”

Talat came across Breast Cancer Now’s Someone Like Me service and was matched up with a volunteer. “From the moment we spoke, I felt supported. I had found someone who understood my fears.”

Recognising how much of a difference the Someone Like Me service made to her life, Talat decided to join as a volunteer herself and has been helping others for five years now.

Speaking about what Ramadan and Eid means to her, Talat said, “Ramadan is a month I really look forward to and I literally count the days leading up to Ramadan. I personally find fasting a rewarding experience as I feel it brings me closer to God and brings greater awareness of the needy and makes me more charitable.

“When I was diagnosed with breast cancer, I didn’t have to worry about missing Ramadan as my treatment did not fall then. However, I have since learnt that people with health problems are exempted from fasting, so it’s okay to be unable to fast. If you can’t fast, you can either make up the missing fast when better or, if you have a chronic condition, you can feed the needy for every day that you’re not fasting.

About Asda Tickled Pink:

The Asda Tickled Pink campaign is the longest running UK corporate partnership and, over the past 27 years, has raised over £82 million, delivering incredible impact for people affected by breast cancer, as well as raising vital breast checking awareness. Working with their charity partners, Breast Cancer Now and CoppaFeel!, Asda are on a mission to make checking your breasts, pecs and chests, whoever you are, as normal as your Asda shop.

This year, as part of Asda’s ‘Together for Ramadan’ campaign, Tickled Pink is reminding customers and colleagues, who will be observing Ramadan and celebrating Eid, about the importance of checking their breasts, pecs or chests regularly. Breast cancer can affect anyone, regardless of your ethnicity, gender, or age, and we want to give everyone access to information they need in order to become breast aware. The sooner breast cancer is found, the more successful treatment is likely to be.

This Ramadan and Eid, £50,000 from the sale of selected products will be donated to Breast Cancer Now and CoppaFeel!. This will help our charity partners with their ongoing work to increase breast awareness amongst underrepresented communities. Participating products include Rubicon Mango and Laila Atta Flour. For more information, please visit asda.com/tickledpink

Resources:

Together Breast Cancer Now and CoppaFeel! have a range of resources covering everything you will need from how to get started, specific ways to check for different bodies, signs and symptoms to be aware of and a wide range of breast awareness information translated into a number of languages.

https://breastcancernow.org/ethnic-communities-hub

Link to translated ‘know your breasts’ guides:

https://breastcancernow.org/information-support/publications/download-order?field_category_tid%5B%5D=155

CoppaFeel!’s Self-Checkout App: https://self-checkout.coppafeel.org/

Product Terms and Conditions:

£50,000 from the sale of selected Ramadan & Eid products [Biryani Masala; Aamina Talking Muslim Doll; KTC Gram Flour; The Mocktail Company Mojito; Pakeeza Mango Lassi 330g; Pimlico Fizzy Fruit Punch 450g; Madina Palestinian Medjoul Dates 450g; Laila Atta Flour; Badshah Basmati 10kg; Elephant Atta Medium 1.5kg; Rubicon 4x1L Mango] will be donated to Breast Cancer Now (Reg. Charity Nos. 1160558 & SC045584) and CoppaFeel! (Reg. Charity Nos. 1132366 & SC045970). This contribution will support our charity partners with their ongoing work to increase breast awareness amongst minoritised communities. This donation will be divided at a 70/30 split to Breast Cancer Now and CoppaFeel! respectively.


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