We hijacked the ASDA store environment using key touchpoints throughout the ASDA customer journey to anchor multiple messages around the importance of self-checks in the fight against breast cancer.

Checking yourself every month for breast cancer could save your life. You may already know this, but alarmingly, only 1 in 2 women regularly check themselves. It’s even less for men. We saw October 2022’s Breast Cancer Awareness Month as an opportunity to capitalise on ASDA's role in the lives of its customers and create a stand-out campaign that would follow shoppers at every turn. If we could drive real behavioural change amongst its 19m shoppers, we could step up the fight against breast cancer.

The Real Self-Checkout – part of ASDA’s long-running charity partnership Tickled Pink, now in its 26th year – highlights the fact that regularly checking your chest and being aware of the signs and symptoms of breast cancer, could help save your life. It turns ubiquitous supermarkets self-checkouts into real ones, with in-store ambassadors and nudge messaging raising awareness while customised receipts complete with a ‘bra code’ icon, will be used across stores throughout the month.The campaign also includes in-store point-of-sale displays, car park banners and checkout prompts on Asda.com, as well as film, print, radio and social ads, featuring lines such as ‘Self checkouts could save you more than time’, and ‘Make sure your shopping isn’t the only thing you checkout today’.

We built a comms strategy around a model for behaviour change, utilising key touchpoints throughout the customer journey to anchor multiple messages around self-checks. Prime: Raising awareness of the need for a self-checkout amongst the adult population. Nudge: Using the in-store self-checkout area, as well as grocery products and other shopping collateral, to nudge people to check their breasts. Remind: Remind people to check their breasts when they get home via media they’ll see on their journey home, in-home reminders and text alerts. To get the self-check message into peoples’ heads, we used a combination of radio ads and social videos. Nudge tactics followed in the retail environment with strategically placed messages, containing a liberal dose of humour. These were supported by print and digital posters, store receipts and the ASDA rewards app. Finally came the at-home reminder courtesy of shopping bags, barcodes, text alerts and CRM emails.

For the month of October, the campaign featured in ASDA stores across the UK.

"£5.9 million raised for the charities

605,424 who checked their chests as a direct result of seeing our campaign

Over 1.5 million views on the social video & 17 million impressions

Reached over 9 million people (At a very cost-efficient CPM of £0.56 )

Majority of impressions came from 18-54 age category.

However, we achieved a higher click through rate from the 54+ age category."