Asda, Breast Cancer Now and CoppaFeel have encouraged shoppers to check their ‘boobs, pecs and chests’ as frequently as their weekly shop, in the supermarket’s latest marketing and awareness campaign.
Dreamt up by creative agency Havas London, ‘The Real Self-Checkout’ campaign highlights the fact that regularly checking your chest and being aware of the symptoms and signs of breast cancer could help save your life.
As part of Asda’s charity partnership with Tickled Pink, the initiative transforms ‘ubiquitous’ self checkouts into real ones, with customers across the UK set to receive receipts complete with ‘bra code’ icons.
The campaign will also include, in-store ambassadors, point-of-sale displays, car park banners and checkout prompts on the supermarket’s website.
The accompanying 40-second film, created by Havas’ Rosie May Bird Smith, sees an unassuming customer encounter a particularly lively checkout that reminds her of the importance of a checking out her chest.
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“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,” Asda senior director of brand communications, Stephi Brett-Lee, said.
“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.”
As part of Breast Cancer Awareness Month, the marketing campaign will also feature across film, print, radio and social platforms, featuring lines like ‘Self checkouts could save you more than time’, and ‘Make sure your shopping isn’t the only thing you checkout today’.
Havas London head of strategy, Britt Iversen, 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.”
