This Breast Cancer Awareness Month, Asda, Breast Cancer Now and CoppaFeel! are encouraging shoppers to make checking their boobs, pecs and chests as normal as their weekly shop, in a new marketing and awareness campaign from creative agency Havas London.

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 raising awareness while customised receipts complete with a ‘bra code’ icon, will be used across Asda stores throughout the month.

The campaign also includes in-store point-of-sale displays, car park banners and checkout prompts on, 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’.

Created by Havas’ Rosie May Bird Smith, the campaign – which aims to raise awareness and funds for breast cancer charities Breast Cancer Now and CoppaFeel! – also includes a comedic 40” film about one particularly lively Asda checkout, which takes it upon itself to remind an unassuming customer of the importance of a ‘real self checkout’:

It is part of the Asda Tickled Pink campaign, which sees the supermarket work with charity partners Breast Cancer Now and CoppaFeel! to raise funds for breast cancer treatments, vital education and life-changing support. Together, they’re putting breast cancer awareness on everyone’s list. The annual campaign is the longest running UK corporate charity partnership and over the past 26 years has raised over £77 million.

For more information, click here. By Havas London.