Our Blog: where do you stand?

The Power of Pink - Strategic Partnerships in Cause Marketing

By: Beth Doriani | 09/27/2011

For many, the month of October conjures endless images of autumn treats - apple tarts and pumpkin bread, beer and brats and bluegrass music, colorful leaves and crisp mornings, not to mention Halloween candy galore. The list does not end there. In fact, there are now over 1.9 billion reasons to be excited for the arrival of October. Move over pumpkins, pink is taking precedence.

Since 1982, October is the one month each year that the world turns pink in honor of national Breast Cancer Awareness Month. It started with a promise from one sister to another to do everything in her power to end breast cancer. Twenty-nine years later, that promise has evolved into the global leader of the breast cancer movement: the Susan G. Komen for the Cure Foundation.   It's become the world's largest grassroots network of breast cancer survivors and activists - all thanks to the power of pink. 

While striving toward an amazing cause, the Komen foundation provides an interesting look at the power of strategic partnerships and cause marketing. In conjunction with initiatives such as Race for the Cure and Passionately Pink for the Cure events, which draw worldwide participation, much of Komen's funding comes from corporate sponsorships. Komen's biggest sponsors can be on supermarket shelves and television commercials even hitting a freeway near you.

Yoplait - Save Lids to Save Lives: In addition to supporting Race for the Cure, Yoplait conducts the highly successful Save Lids to Save Lives® program. For each pink lid redeemed by customers, Yoplait will donate 10 cents to Komen, up to $2 million.

General Mills - PinkTogether: During the month of October, General Mills' iconic brands will turn product packaging pink in recognition of National Breast Cancer Awareness Month and Komen for the Cure along with a $2.5 million contribution to Komen.

MLB - The fight against breast cancer is not limited to consumer products. For the 7^th year in a row, Major League Baseball Went to Bat against Breast Cancer. Hundreds of players swung pink bats on Mother's Day in 2011 to show their support for the cause. Real men do wear pink.

Susan G. Komen for the Cure has united people in the fight against breast cancer like no other organization. However, its high-publicity sponsorships and cause marketing tactics have been the target for other breast cancer advocacy groups. BCAction, a San Francisco organization, adds a twist to their fight to end breast cancer by refusing to accept funding from entities that profit from or contribute to cancer in any way. In fact, they started their own campaign in response to Komen's pink presence; Think before you Pink is designed to inspire true activism. Taking action involves more that simply wearing a pink ribbon or changing the color of a bag of chips - especially if those chips include ingredients that may contribute to breast cancer.

Despite the public backlash, the eye-catching pink cereal boxes, yogurt lids or Ford Fusions of October fund breast cancer research and treatments that have saved lives. But more importantly, the color pink increases breast cancer awareness and promotes early detection in those who may otherwise ignore the risk.

Do you think Komen's strategic partnerships are effective?  

Posted in Public Relations