Each October, Splash goes pink to urge marketers and consumers to Fight Pink Fatigue. As a symbolic gesture during National Breast Cancer Awareness month, we change the Splash logo from blue to pink. Why do we do this? As a breast cancer survivor and a marketer, I see the value of these cause-related efforts from both sides. Three years ago, I was immersed in the cancer world, discovering more about it than I ever wanted. One thing I learned quickly was that all the dollars funneled into attacking this disease are helping. In the last decade, there has been much progress. One reason is that the breast cancer awareness cause has gotten some great attention from Corporate America. This support has made an important and positive impact on the prevention, detection and treatment of the disease…and I hope on the companies’ bottom lines too. That’s my marketer side coming out. After all, companies – no matter how altruistic -- are not going to continue cause-related programs if there is no return on investment. So we say keep selling pink products, keep buying pink products and together we will keep breast cancer on the run. For inspiration, here are a few examples of pink programs:
NFL – The NFL, its clubs and players launched a campaign, "A Crucial Catch," in partnership with the American Cancer Society. It focuses on the importance of annual screenings, especially for women who are over the age of 40. Throughout October, NFL games will feature players, coaches and referees wearing pink game apparel to raise awareness for the campaign, as well as on-field pink ribbon stencils and special K-balls and pink coins. All apparel worn at games by players and coaches and special K-balls and pink coins will auctioned off, with proceeds benefitting the American Cancer Society and team charities.
Procter & Gamble (P&G) -- P&G launched GIVE HOPE, a partnership with the National Breast Cancer Foundation, Inc. to help increase women's chances of survival from breast cancer through early detection. A special edition of the P&G brandSAVER coupon booklet was included in newspapers across the country this past Sunday to help kick off Breast Cancer Awareness Month today. For every brandSAVER coupon redeemed from this booklet, a two-cent donation will be made to the National Breast Cancer Foundation, Inc – with no cap. “Dancing With the Stars" host Carrie Ann Inaba is helping spread the word.
RedEnvelope -- When you shop the Pink Ribbon Collection at RedEnvelope, 10% of the revenue goes to Susan G. Komen for the Cure®. When you purchase a gift from the Collection, you will receive free shipping for a limited time.
Yoplait (General Mills) – Yoplait, in partnership with Susan G. Komen for the Cure®, launched Know Your Girls, a sassy interactive campaign geared to young women. Yoplait encourages young women to take a pledge to protect their "girls" and also share the information with their friends. For every pledge received by October 31, 2009, Yoplait will donate 10 cents to Susan G. Komen for the Cure, up to $100,000.
There are many other wonderful companies helping with this cause. Tell us how you are fighting pink fatigue.
The Splash for the Cure Team joins thousands of walkers in the Making Strides Against Breast Cancer event in Exeter, NH, on Sunday, Oct. 18. Last year's event raised $236,970 and we hope this year is even better.