Asda Self Checkouts Double as Breast Self Checkout Reminders




Havas London

Havas Studios

As part of a breast cancer awareness campaign, Asda asks the simple questions: isn’t checking your boobs as normal as your weekly shop?

The Breast Cancer Awareness Month campaign by Havas London for Asda, Breast Cancer Now and CoppaFeel! is part of Asda’s long-running charity partnership, Tickled Pink.

It turns supermarket self-checkouts into real self-checkouts, with in-store ambassadors raising breast check awareness while customized receipts complete with a ‘bra code’ icon.


The campaign was created Havas’ Rosie May Bird Smith, who also directed the campaign film.




“With 633 physical stores and more than 18 million customers who shop in them every week, Asda holds significant cultural influence and the power to enact real behavioural change.,” said Stephi Brett-Lee, senior director, Asda Brand Communications

“Through Tickled Pink, we’ve been using that power to advance the progress against breast cancer for more than 26 years, raising more than £77m for our charity partners. One of the most powerful things we can all do is to regularly check our chests for signs and symptoms, and this campaign aims to encourage shoppers to make a ‘real self checkout’ as normal as their weekly shop.”

Britt Iversen, head of strategy at Havas London, added, “As someone who lost her mum to breast cancer aged just 50, this is personal. While breast cancer awareness has come a long way since then, it remains the case that not enough of us know how to check and make it a simple part of our everyday routine. We’re proud to build on Asda’s amazing Tickled Pink campaign with The Real Self Checkout – an accessible, playful way to drive home a serious message that could help save your life.”


Clients: Asda, Breast Cancer Now, Coppafeel!

Creative Agency: Havas London
CCO: Vicki Maguire
Creative Directors: Dan Cole, Andy Garnett
Creative: Rosie May Bird Smith
Head Of Design: Lorenzo Fruzza
Designers: Darta Losane, Sarah Butler, Morgan Shipley, Sam Adams
Managing Partner: Dave Owen
Senior Account Manager: Kirsty Warren
Agency Producer: Dean Trendler, Lucy Farrell
Head of Strategy: Britt Iversen
Strategy Director: Flo Sharp
Planner: Ryan Shoesmith

Production Company: Havas Studios
Director: Rosie May Bird Smith
Global Head of Content: Katie Keit
Executive Producer: Flo Clive
Producer: Adam Javes
Production Manager: Femi Anderson
DoP: Mike Staniforth
1st Ad: Steve Wingrove
Gaffer: Leopold Naessens

Post Production: Havas Studios
Post Producer: Rosie Everett
Editor: Jamie Munton
Grade: Tim Smith @No.8
Sound: George Castle @No.8
Head of Operations: Karen Noden
Colourist: Tim Smith

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