tombola, the UK’s largest online bingo community, has partnered with the UK’s leading breast cancer charity, Breast Cancer Now, to help make breast-checking a normal part of the conversations and rituals friends already share this Breast Cancer Awareness Month (October).
Fronted by comedian Katherine Ryan and singer Alexandra Burke, the campaign launches with a simple message: Walk, Talk and Check – encouraging friends to make time to talk about breast checking, whether they’re out for a walk, grabbing a coffee or catching up in the group chat.
Regular breast checking can play an important role in spotting breast cancer. Two thirds of breast cancers are found through self-checking and getting a new or unusual breast change checked by a GP. The sooner breast cancer is diagnosed, the more likely treatment is to be successful, which can help save more lives.
READ MORE: Sunderland AFC’s new, branded Stadium of Light EV charging hub is North East’s largest
The campaign follows new research commissioned by tombola, which reveals that while women regularly talk to their friends about personal and health topics, breast checking is rarely part of the conversation. Further:
Two thirds (66%) have never asked a friend if she has checked her breasts, despite over half (58%) knowing someone who has been diagnosed with breast cancer.
Just 9% discuss it with friends, compared with 41% who talk about work, 40% about body image and 34% about relationships.
Other health chats often come first – 61% of Gen Z women talk about periods, menopause and hormones, compared with 27% who talk about breast-checking. Among Millennials, it’s 50% vs 24%.
Women are checking in – just not about breasts: 53% say “get home safe” and 46% ask, “No, but are you actually okay?” at least monthly, compared with just 14% who ask if a friend has checked her breasts.
Small self-care habits – from treating yourself to something nice (68%) to following a full skincare routine (60%) – are already part of many women’s routines. The campaign is encouraging women to make breast checking part of those same routines and rituals, and to talk about it with friends – a simple conversation that could prompt more women to check their breasts and get any new or unusual changes checked by a GP, potentially saving lives.
As part of the campaign, Ryan and Burke feature in a special episode of Katherine’s podcast, What’s My Age Again?, in which the pair discuss making time for health and self-care, why breast checking is often missing from conversations between friends, and how friends can make talking about it feel more natural. The campaign aims to turn a potentially awkward question into a normal part of checking in with the people we care about: “When did you last check?”
tombola’s partnership with Breast Cancer Now began in 2025, following research which found that breast cancer had affected over 50% of tombola’s player community. Since then, the partnership has raised over £660,000 towards a £1 million goal, supporting lifesaving research and life-changing support through live fundraising games led by the tombola community.
Hannah Brotherton, head of brand, tombola, said: “Breast Cancer Awareness Month is an important opportunity to get people talking about breast health. At tombola, we see the power of friendship and community every day, so it felt natural to ask: why shouldn’t breast checking be part of those everyday conversations too?
“Working with Breast Cancer Now, Katherine and Alexandra, we want to make asking ‘When did you last check?’ feel as normal as asking a friend if they got home safely. We’re incredibly proud of the funds the tombola community has raised so far and hope this campaign encourages even more women to Walk, Talk and Check with their friends.”
Burke added: “Partnering with tombola and Breast Cancer Now to encourage women to bring breast checking into their friendship chats this Breast Cancer Awareness Month feels emotional, yet essential.
“Stats reveal that 58% of us know somebody who has been diagnosed with breast cancer, and raising awareness is particularly close to my heart, as I lost my aunt to breast cancer some years ago. I was in my early 20s when I discovered my first lump in my breast. Thankfully, it turned out to be a benign cyst, but it can be scary, and having that conversation can be difficult. Yet early detection is crucial. That experience showed me just how important it is to know your breasts and get any unusual changes checked.
“Since getting involved with this recent campaign and digesting the research results, I’ve called my girlfriends and asked, ‘When was the last time you checked your breasts?’ It really can be as simple as, ‘Hey babe, how are you? When was the last time you checked your breasts? I did mine today.’ Research shows that two-thirds of friends do not bring up this topic.
“If I can be a voice that encourages people to check themselves regularly and add breast checking to everyday conversations, then I’m really proud to do so. Worryingly, the most recent research strongly suggests that these conversations are not happening, and that needs to change.”
The special episode of Katherine Ryan’s What’s My Age Again? featuring Alexandra Burke is available on the Rayo app, Apple, Amazon Music, Spotify, YouTube… or wherever you get your podcasts. For guidance on how to check your breasts and understand what’s normal for you, visit tombola’s dedicated page.
