October is Breast Cancer Awareness Month and Asda is turning 500 of its shopping trolleys pink, in a bid to raise awareness.

Part of Asda’s Tickled Pink campaign, the campaign will focus on 10 stores in regions where chest-checking rates are among the lowest in the UK. This includes the West Midlands, Wales, Scotland, the East Midlands, London and Yorkshire.

The trolleys feature chest-checking guidance and QR codes linking shoppers to information from charity partners Breast Cancer Now and CoppaFeel!, as well as Asda’s online “Pledge-o-Meter”, where customers can commit to checking regularly.

New research from Asda found 33 per cent of people surveyed said they had never checked their chest or established a regular checking routine.

That figure rose to 39 per cent in the West Midlands, 38 per cent in Wales, 37 per cent in Scotland, 36 per cent in the East Midlands, 35 per cent in London and 31 per cent in Yorkshire.

Asda said 47 per cent of respondents wanted to keep a closer eye on their health, while 36 per cent said they wanted to be more aware of potential signs and symptoms. However, 15 per cent said they were not confident they would know what to do.

Asda charity partnerships manager Emma Betts said: “Our Tickled Pink campaign has raised over £100m in the last 30 years. We are driving awareness of breast cancer and early detection by encouraging everyone to check their chest.

“Together, we’re putting breast cancer awareness on everyone’s list. We’re hoping our customers will embrace our bold new pink trolleys and sign our pledge to help us in our mission to get one million more customers checking their chest.”

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Asda is also displaying chest-checking messaging on selected Tickled Pink products throughout October, as well as on around 900 million till receipts printed across the year.

Breast Cancer Now associate director of philanthropy and partnerships Carrie Green said the initiative would help put signs and symptoms information directly in front of shoppers.

“The sooner breast cancer is found, the more likely treatment is to be successful, meaning chest checking can save lives,” she said.

CoppaFeel! chief executive Natalie Haskell added: “These pink trolleys bring a vital reminder directly into communities where people are least likely to be checking, helping to start conversations and making breast awareness part of everyday life.”

The pink trolleys will be available throughout October at selected stores, including locations from Llanelli to Colindale.