Breast-Cancer Awareness Promotions
The little pink ribbon is arguably the most recognizable of all awareness-campaign symbols. As a show of support for breast-cancer awareness, it’s been placed on everything from tubes of ChapStick and yogurt containers to M&Ms and Visa credit cards. But not everyone’s happy about the cause-awareness craze. Somewhere along the way, efforts to raise awareness have been labeled as “pinkwashing,” or using the cause for financial gain to help promote products. While a percentage of proceeds is generally donated to breast-cancer research (Susan G. Komen for the Cure reportedly benefits from these corporate partnerships to the tune of $30 million a year), critics claim the means are deceptive and that the companies gain much more than the charity does.
Still, breast-cancer awareness is big. Many dollars are spent promoting it and raising awareness, and many organizations are trying to associate their brands with this goodwill. Right now, there are about 2.5 million breast-cancer survivors in the United States. Add to that their families and friends, and you’ve got a huge market of people all very receptive to the pink ribbon. To help your clients exercise sensitive, goodwill marketing — and hopefully raise a little awareness in the process — read on for more information about the disease.