Hello everyone. I'm posting this response on behalf of Murray Lindo, Director of Fundraising & Marketing at Breast Cancer Care:
"Thank you for all your comments.
As a charity we exist to provide support to anyone affected by breast cancer and we work hard to make sure that the views of people with experience of breast cancer guide the way in which we work. It is, therefore, of concern to us that any of our campaigns could cause offense particularly with some of the people that we are set up to support.
For those that find the Tickled Pink name offensive, we understand your concerns and are not happy to know that it has had a negative impact. However, we also hear from others, via these forums and through the recent research conducted, that many people do support the campaign.
Our 14 year partnership with ASDA and the Tickled Pink campaign has been extraordinarily successful in raising awareness of breast cancer and raising income with, and from, the general public and both ASDA colleagues and customers. The money raised (£13m in 14 years) has been vital in providing our wide-ranging, free support services for anyone affected by breast cancer and has also, in more recent years, gone towards funding research into it. Without the support of ASDA, their colleagues and customers, we would not have been able to provide the support to the many thousands that have used our services during this time.
We take care to consider the success of all our campaigns against the way they portray breast cancer, and we take the comments about Tickled Pink made on these forums seriously. Our partnership with the team at ASDA is extremely collaborative and we provide them with regular feedback. They, like us, have no desire to upset or offend. One of the reasons that we were chosen by ASDA originally was because of the impact that breast cancer has had across their workforce and with their customers.
The recent independent research that was commissioned was as a result of your feedback that we received and shared with them. The results of that research showed that Tickled Pink has a positive appeal for the general public, with 47% of respondents recognising its role as a campaign raising funds to support people with breast cancer. That is an extremely high level of recognition and pays testament to the impact the campaign has been able to achieve. Because of the high brand recognition that Tickled Pink has among the general public, we will, therefore, be continuing with the campaign name.
Over the course of the partnership we have always made sure that key messages about the impact of breast cancer are addressed within the campaign, but as result of your feedback and the recent research we all agree that we want to do more. This year we will be working even harder to highlight the objectives of the campaign – from raising understanding of breast awareness and the impact that breast cancer has, to helping the thousands of individuals who use our website, forums, helpline, publications and face to face services throughout the year as well as providing the funds for vital research. We will also be using the new strapline, ‘raising money to help people with breast cancer now and in the future’ to ensure people know exactly where their money is going.
Thank you again for your comments."
Director of Fundraising & Marketing
Breast Cancer Care
I think 'Think Pink' is great Di..I've never minded the Pink.
Celeste I was really surprised BCC chose In the Pink for their last campaign. Yes it's all circles, circles, circles. xx
I agree, this subject keeps coming round doesn't it?
I think as someone has already said the the slogan is now such a well known one that it is a trademark on it's own. As pink is such a part of it why not change it to 'Think Pink' as I'm sure in the area of charity giving most people think of Breast Cancer when they 'think pink'. Just an idea. Di
You are right Juliet - we do seem to go round in circles, except I would like to hear from BCC what their attitude is to the 'tickled pink' name - do they find it offensive? Did they cave to the money? What was their position exactly? I think we are entitled to answers, so it would be good to have a response, unfortunately all too often bcc choses to ignore issues such as these.
Is it just me or do we keep going round in circles with this? Some people just dont get it and others just dont listen.
For me, pink is ok but tickled should read 'bludgeoned'(spelling?)!!It is offensive and patronising.
I still hear and see Debsincornwall comments on tv .
My Mum died of BC 30 and i watched her. It was horrendous, she was not 'tickled' and neither was I at 12 years old. I appreciate the fundraising and awareness that is more prevalent now but NOT at any price.
Ten years I have been living with this BC cr.. ,all for myself this time. Double mastectomy, chemo, hormonals,menopause you name it. I am psychologically damaged. Are things any better for my daughter?What does her future hold?
Well only if she can stomach looking at people with pink bunny ears and 'i have been tickled' pink knickers. I cannot take her to Asda as she finds it offensive. She is 12 and I have not said anything. Tickled pink means jolly, happy.her experience of BC is not that. She knows I am dying like the Grandmother she never saw..................................
Sorry Debs I think the name trivialises breast cancer and makes people less aware - as has already been said people can get the impression it is a 'soft' cancer. It insults the women who have died from it and the women who are dying from it.
My children have already been through so much, and actually this is just more of a smack in the face for me and them.
Tickled Pink - may raise money - but at what cost, when actually it doesn't have to be this way. nI would like to hear that BCC argued hard and loud to change the name, but I hear no such message
Obviously no-one at the campaign has had breast cancer!! but although i dont like it much, it has raised lots of money and will continue to do so hopefully!!
The name is to appeal to people to give money and thats why the merchandise sells!
Personally anything that raises money and awareness has got to be good!
I really respect the way in which ASDA continues to raise both money and awareness of this horrific disease.It is the word horrific that makes me aghast at the 'Tickled Pink' slogan.I cannot imagine anyone in their right mind sitting round a table to discuss a tag for their campaign and saying.'ooh tickled pink-that goes just perfectly with breast cancer!!!1'They wanted pink and tried to come up with a way of including the colour in the catch phrase and tickled pink is the obvious one.It wasnt thought through,it cant have been.
So top marks for the campaign ASDA and a resounding fail for the title.
Yes ASDA have raised a lot of money for Breast Cancer and I am very grateful to them for this, but I do find the 'Tickled Pink'campaign slogan childish and can understand how it is offensive to those who have lost friends to this horrible disease. It seems to me that the desire to raise funds (which I agree is vital) is being put above the needs and sensabilities of those they are trying to help. With all the money spent on PR and it should be possible to achieve a better balance and raise money for breast cancer but in a less saccherine way.
I hate tickled pink and all its connotations, but can see that ASDA and BCC are more concerned with publicity and raising funds than offending the people the campaign is meant to be for. Do they really think potential donors are so shallow that they cannot be engaged in a more realistic and honest way, or does everything have to be pink and frilly? I hope people do have fun whilst fundraising, but I don't think encouraging the buying of pink tat is the best way to promote the cause.
I am hardly qualified to comment, as only diagnosed last week. But what I am shocked at on a daily basis is how horrific this disease is, and how far reaching it is across my entire life. Everything is impacted in a negative way; next week half term, the children are on holiday without me. Summer holiday cancelled. Work disrupted and having to hire someone to help, meetings cancelled and huge issues already looming with having to take time off work... Family in tears and children frightened... this is all BEFORE treatment and the real effects of breast cancer.
Even after saying that, I cant complain about the campaign if it generates money... but I think that perhaps they should balance 'tickled pink' with WHY it is so important, the real impact of breast cancer - pain, destitution, fear, loss, treatment, surgery, secondaries, ... and then if you are REALLY lucky, you live with it (albeit a different life full of worry, fear...), but in too many cases you die!
I am ashamed to say that I believed breast cancer to be a 'soft disease'...
Hi Celeste I'm sadly not the least surprised at the outcome.
I detest the 'Tickled Pink' name and BCC's choice of 'In the Pink.' I have literally lost count of the number of friends I have lost to this disease. Because I'm 'lucky' to have lived so long with my bone mets the list of names is a long one. A small group of us used to meet locally but I'm now the last one alive. Over the last 7 years I've been to too many funerals and seen too many grieving families.
My husband and my daughter aren't Tickled Pink I'm dying slowly of cancer..neither am I. It used to reduce me to tears to see the Tickled merchandise but I'm now resigned to the fact that in charity world it's the catchy cheerful campaign name that's all important. Yes the campaign raises lots of money. By choosing 'Tickled Pink' it's, in my opinion, sending out the wrong message altogether but sadly that doesn't seem to matter.
Take Care Celeste..B.xx
I dont have a problem with ASDA Tickled Pink either, the name is widely reconised and in the 13 years since the campagins launch its raised millions of pounds for BC. I think to change the name after being established for that many years would be confusing and possibly damageing to BC funding. Ive never associated the name to mean "to be Tickled Pink to have BC " that would be ridiculas but i like to think ASDA and the donators are Tickled Pink to be fundraising for breast cancer.
C Me, just read the link, OMG , and we think we have problems !!
All the best
Just a thought we moan about the "Tickled pink" slogan, on a male cancer awareness site "James Bum 002" mission: raise awareness of bowel cancer, "Mr Testicles" mission: raise awareness of testicular cancer,and "Near naked man" mission: reduce embarrassment raise awareness of prostrate cancer in young men.
Although the research was conducted by an independent organisation I think that the questions were designed so that the answers could show ASDA in as good light a light as possible. For them this has been a damage limitation exercise.
I too think that the money they have raised is great, however I will not shop at ASDA. I find the Tickled Pink slogan so inappropriate. I prefer to fundraise directly than to buy 'pink' products.
I recently received a lot of positive feedback when I changed my facebook status to 'Up yours, cancer!' after (finally) getting some good news.
I'd support a campaign called that 😉
I personally don't have any problem with the Tickled Pink campaign. No one is tickled pink to be diagnosed with bc but personally I've found that wearing pink products does stand out and if it helps fundraising I'm all for it.
Hope everyone is okay
I fully understand those who dont like the tickled pink campaign by asda as having breast cancer means you have nothing to be tickled pink about. Eveyones feelings and thoughts are very important on here though I myself dont have a problem with the campaign and have bought tickled pink products. Its a now a well known phrase associated with raising money and awareness for the breast cancer cause and most people now know what it stands for.I dont think for one minute they take the disease lightly. My breast cancer is triple negative and if the tickled pink campaign helps raise the funds for the research that finds the cure then im all for it. Thats just my personal opinion and does not detract from those who dont agree with the campaign.
I agree with lulu and thistle - I do not find it offensive and for many years before bding diagnosed with breast cancer supported the appeal and often bought the products from asda. Wearing my tickled pink gear to pilates started up discussions so it obviously does rais e awareness. Also the colour pink is now very much linked to breast cancer, just look at some of the fab photos of ladies on site. Each to our own. marli
I don’t have any problem with it either. I don’t think anyone is “Tickled Pink” about having cancer.
Until whatever government of the day starts putting more money into a cure for all kinds of cancer I will go along with any name that gets people putting money towards research for (all kinds of cancer).
Unfortunately, there are a lot of other terminal illnesses out there that don’t quite grab the headlines the way that cancer does, and go without the same kind of funding that Tickled Pink raises, so I appreciate the fundraising that ASDA does.
I also buy fund raising items from Boots and Marks and Spencer. Whether we liked it or not ASDA has the bigger market share. I know my local ASDA does an enormous amount of fundraising for various charities as well (especially in our local area) and the hard work the staff put into raising funds is fantastic.
Love and take care
personally i quite like it... what suits one person doesnt suit somebody else... i wasnt tickled pink about having cancer but i am tickled pink about getting through treatment, making some fabulous friends and looking forward to the rest of my life... however long that may be.
I just wanted to clarify a point made earlier about the research carried out:
How the research was carried out
ASDA commissioned an independent research agency to design and carry out a two stage research programme.
Posted by Eliza-2 threads running so I have joined them up
Eliza says on 11 Feb 2010 19:44
I thought it was Asda who had commissioned the "research".
I am not totally surprised at the result but I think it is a great pity that they are choosing to ignore the offence the name causes to so many women dealing with this disease. I can't imagine any of us being tickled pink to receive a diagnosis of breast cancer.
On the whole I agree, although as a brand or image it seems engrained in our consciousness and there has been an enormous amount of awareness raising (and money raised) through this type of thing. However the fluffy, pink frou-frou image is so far removed from the reality of most women's lives as well as from the reality of BC, it is tasteless and ill-conceived to say the least in my opinion, and not something I can relate to on any personal level.
I received by e mail an 'update' on the above campaign - which has upon reading left me furious.
Why? Well in BCC's wisdom they have decided not to listen to the very many voices on this website who had already spoken of their concern re the name of ASDA's campaign i.e. 'Tickled Pink' - many of those voices - including mine - considered it at best inappropriate and at worst utterly offensive. Sadly some of those voices are now dead and can no longer express their feelings regarding this, but all the same they should have been heard, as we all should.
Instead BCC decided to 'commission an independant research agency' - please BCC tell me that our fundraising efforts did not pay for this! If we did - how much did it cost?
Apparently the name has a 'recognised aqppeal' - although a minority of peole with breast cancer found it 'quite unappealing' - so we are a minority but no more significant!
Surely this is common sense?
One would have thought it better to slowly get rid of the Tickled Pink and replace it with something more appropriate - hopefully with more than a 47% recognition.
I am delighted that ASDA raises so much money for bc charities, I am enraged and embarassed that this project will continuie to be called 'Tickled Pink' while women continue to die of this disease, if you don't see how this infantilises bc, I despair.