Almost all of us know someone, whether a family member or friend, who has been affected by breast cancer. October is Breast Cancer Awareness Month and has become an opportunity for brands to support the cause and donate a portion of their profits to funding research. We wanted to share some of the campaigns that stood out to us. Here are five major brands that are participating in Pink-tober.
Kroger is getting personal this year with its “Sharing Courage” campaign. Kroger associates and their stories are featured on sharingcourage.com, where visitors can post messages of support or share their own experiences. The grocery chain has committed to raising a whopping $3 million for breast cancer research this year. Kroger’s “social wall” encourages people to upload a photo of themselves and the survivors in their life.
We know you’ve seen footballers on the field dressed in pink. Well, the NFL has initiated a campaign called “A Crucial Catch” in partnership with the American Cancer Society. This campaign is primarily focused on the importance of regular breast cancer screenings. Throughout October, NFL games will feature players, coaches and referees wearing pink game apparel to help raise awareness for the cause. The league has even rebranded its logo on its social media and website to reflect the cause.
JCPenney stores across the nation are selling breast cancer awareness merchandise like T-shirts, hoodies and pants (all which feature inspiring graphics and messages of hope) for its “Shop for Good” campaign. The company says it will donate anything from $1 to $15,000 for every purchase of a breast cancer awareness item and market the campaign through its website.4. Clinique
This year, Clinique is doing big things to support the cause. With a purchase of its signature lotion, which comes with a Breast Cancer Awareness key chain, $10 will be donated to the Breast Cancer Research Foundation. Purchases of other makeup products will also include donations to the Breast Cancer Research Foundation. Clinique has taken to its Instagram account to creatively showcase select products at #BCAStrength.
5. ASICS Running Shoes
ASICS has teamed up with Christina Applegate’s Right Action for Women to help provide screening assistance to women who are at increased risk for breast cancer. This month ASICS launched its “Accelerate Hope” collection and will donate $10 for purchases of select pairs. It also is donating proceeds from apparel and accessories to the foundation and have guaranteed a minimum donation of $100,000, up to $150,000.
While we applaud these brands for finding ways to be creative in their “pink” campaigns, it’s important to remember the true significance of the cause. When it comes to sensitive subjects, marketers should remain tasteful while spreading their message, just as these companies have demonstrated.