cause marketing

Breast Cancer Awareness: NFL Goes Pink (Again), Social Icons Go Bust

Posted by Sheila Shayon on October 1, 2014 02:12 PM

It's been 22 years since Evelyn Lauder created the annual Breast Cancer Awareness month of October, and once again, the NFL is going pink, in what some may see as a Hail Mary response to the league's domestic violence crisis—even though this has been an ongoing partnership.

Kicking off today, the NFL, its clubs, players, the NFL Players Association and the American Cancer Society, launched A Crucial Catch, a month-long public affairs campaign focused on promoting annual screenings for women, a key target demographic for the sport.

October 25th, designated as A Crucial Catch Day, will see US-wide health events provide free, breast cancer education and screenings, while NFL players, coaches and referees will don pink game apparel. Special pink footballs and coins will be sold at an NFL auction with proceeds benefiting the American Cancer Society’s Community Health Advocates National Grants for Empowerment (CHANGE) program.

While other brands, such as Nestle, have the latitude to have fun by introducing a "bra cam" this year, continuing a meme started with last year's "tweeting bra" campaign, the NFL is coming under particular scrutiny for its breast cancer tie-in this year, especially after fighting claims last year of so-called "pinkwashing."Continue reading...

brands under fire

Dirty Money: NFL's Image Problem Likely to Affect its Charitable Efforts

Posted by Mark J. Miller on September 19, 2014 05:37 PM

Breast Cancer Awareness Month kicks off in October and it appears that at least one brand will be using it to punish the NFL for its role in an ongoing player misconduct controversy. 

P&G’s Crest brand has pulled out of A Crucial Catch, the league's breast cancer awareness initiative with the American Cancer Society, CBS Sports reports, in the wake of the domestic violence accusations and criticism of NFL Commissioner Roger Goodell. The brand planned to have one player on each team acting as an ambassador and wearing a pink mouthguard while also engaging with fans on social media. While Crest's involvement with the campaign is no more, P&G says it still intends to donate the funds to cancer research on its own.

The decision came after the league was widely criticized for its handling of the suspension of Ray Rice for domestic violence, an incident that had a snowball effect on players and teams throughout the league. Radisson Hotels has suspended its sponsorship of the Minnesota Vikings after Adrian Peterson was arrested for reckless child injury. This all happened, the Sacramento Bee notes, the same week the league released a report that “shows one of four players will develop neurological disease during his career.”Continue reading...

brands under fire

NFL Runs Into 'Pinkwashing' Debacle as Fundraising Efforts are Questioned

Posted by Mark J. Miller on October 17, 2013 12:52 PM

The NFL gets pretty deep into the pink during its October Breast Cancer Awareness initiative: players, refs, cheerleaders and sideline staff wear pink accessories and equipment and fans purchase head-to-toe pink gear to help raise money for breast cancer research. 

Or so they say. According to ESPN's Darren Rovell, the American Cancer Society only receives $11.25 for every $100 spent on pinked-out attire and accessories. The NFL gets $1.25 of that loot and the rest goes to the company that actually makes the merchandise ($37.50) and who sells it ($50)—which is usually the NFL or a specific team. As for the money that actually goes to the American Cancer Society, $8.01 goes to research and the rest goes to administrative costs, BusinessInsider reports.

One way or another, the money from merchandise is finding its way back into the NFL's pockets instead of going towards the fund.Continue reading...

brand compassion

Brands in Pink for Breast Cancer Awareness Argue It's Not About the Green

Posted by Dale Buss on October 19, 2012 01:07 PM

Ford is adding to the flurry of pink branding for breast-cancer awareness to promite its first-ever short film about the "Models of Courage" who are the 2012 faces of its six-year-old Ford Warriors in Pink funding program.

Meanwhile, the National Football League, its players and coaches keep upping their own game when it comes to brandishing pink to support Breast Cancer Awareness as the league has done for a few years now. Every player, coach, referee, scoreboard and other parts of stadiums and TV settings seem to be wearing something in the color these days. And the pink is an especially vivid hue that shows up well on TV.

Still, the entire use of pink may be starting to lose some of its awareness-building effects simply because it's become so ubiquitous. A stunning 68 percent of consumers say that few cancer-cause promotions stand out to them, implying that they are blinded by all the pink in the breast-cancer awareness efforts, in a new survey by Cone Communications, according to Marketing Daily.Continue reading...

cause marketing

Brands are Once Again in the Pink for Breast Cancer Awareness Month

Posted by Sheila Shayon on October 9, 2012 05:18 PM

It's been 20 years since Evelyn Lauder created the Breast Cancer Awareness Campaign, and brands continue to support the work in a variety of initiatives. Indeed, this year's Delta pink plane is adding Lauder's signature, as seen above, to honor the woman and her brands' contributions to fighting breast cancer.

2012 also marks Ford Motor Company's 18th year of involvement having dedicated more than $115 million to the cause so far, and this year’s Ford Warriors in Pink campaign offers a limited-edition T-shirt inspired by film and television actor James Denton. For every shirt sold, 100% of net proceeds go to the Pink Fund, an organization that provides short-term financial aid to people during treatment. "The last thing someone with breast cancer needs to worry about is how they are going to pay their bills," says Denton.

Go Daddy is ‘driving’ awareness with Danica Patrick donning pink gear for the GoDaddy.com No. 7 Chevrolet in Friday’s NASCAR Nationwide race in Charlotte. “It’s time to kick breast cancer’s butt,” Patrick commented. “So many women and their families have been impacted by breast cancer … if we all work together, we can definitely help find a cure sooner, rather than later.”Continue reading...

corporate citizenship

Estee Lauder Celebrates 20 Years of Breast Cancer Awareness

Posted by Sheila Shayon on October 4, 2012 01:01 PM

It's been 20 years since Evelyn Lauder created The Estee Lauder Companies' Breast Cancer Awareness Campaign, which is now active in over 70 countries worldwide. It's a testimony to the work Lauder and her company have done to make October into a monthlong platform for Breast Cancer Awareness.

That journey began in 1992, when 44,000 women in the U.S. were dying of breast cancer each year and nobody was paying attention. Twenty years later, BCA has raised $35 million for research and education and paralyzing fear has been replaced by hope and inspiration.Continue reading...

doing good

WWE Puts John Cena in Pink to Support Komen and Fight Breast Cancer

Posted by Mark J. Miller on September 18, 2012 10:12 AM

It’s hard to do serious damage to an institution that is doing great work toward putting an end to breast cancer, one of the world’s leading reasons for women dying. But it turned out that all it took was for Susan G. Komen for the Cure to say it was going to stop sending some cash over to a fellow nonprofit focused on women’s health, Planned Parenthood.

That decision proved to be controversial, seriously damaging for the Komen name and resulted in a lot of good PR and cash donations to Planned Parenthood. Komen eventually decided to re-instate the dough for Planned Parenthood but not before lots of donors had already sworn off giving more funds to Komen.

The whole thing is now back in the news thanks to this month's release of Planned Bullyhood, a book by former Susan G. Komen for the Cure vice president for public policy Karen Handel, who resigned in the midst of the turmoil. According to the Daily Caller, her new book is receiving some “pushback from Democratic National Committee chairman Debbie Wasserman Schultz and Republican strategist Karl Rove.”

Komen, of course, would like the whole thing to go away so it can go about rebuilding its brand — and continue to put the hurt on breast cancer. One effective way to fight the good fight is to partner with a brand known for its brawn: WWE, whose start wrestler John Cena is hleping promote pink and black Komen-branded gear, on sale through October's Breast Cancer Awareness Month.Continue reading...

brands under fire

Susan G. Komen for the Cure Policy Exec Resigns

Posted by Shirley Brady on February 7, 2012 10:51 AM

AP is reporting that Susan G. Komen for the Cure, the world's leading breast-cancer organization, has accepted the resignation of Karen Handel, its SVP for public policy since April who was at the center of a firestorm after the Dallas-based non-profit pulled funding for breast-cancer screening to Planned Parenthood centers.

Handel, who's reportedly declining a severance package, was behind the pink-ribboned organization's recent policy to not give grants to any group under government investigation, a move that singled out Planned Parenthood — which is undergoing a Congressional inquiry into whether federal funds intended for reproductive education were being used for abortions. Komen last week reversed its decision and retinstated funding to Planned Parenthood, but still faced a backlash from breast cancer activists and others outraged at the politicizing of its brand.

Below, read Handel's resignation letter to Nancy Brinker, the founder and CEO of Susan G. Komen for the Cure, which is named after her sister, in which she accepts responsibility for the defunding — but adds that it was in the works long before she joined Komen. Handel writes that "the decision to update our granting model was made before I joined Komen, and the controversy related to Planned Parenthood has long been a concern to the organization."Continue reading...

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