Breast Cancer Awareness Month: Be a brand that cares

Over three decades ago, the American Cancer Society and a well-known pharmaceutical group banded together to raise awareness about breast cancer. The public information campaign grew into a global advocacy that continues to be relevant and engage communities everywhere. Today, the advocacy gets billions of dollars in support, with companies and organizations investing in annual campaigns and other special activities.

Brest cancer affects millions of people around the world. According to the World Health Organization website, there are about 1.38 million new cases and 458,000 deaths annually (IARC Globocan, 2008). It’s the most common form of cancer in women, but people from all walks of life, ages, etc. get it. The chances of beating it are much higher when detected early. Advocacy groups then, work hard to encourage people to get tested early, provide info and access to medical and testing services, and raise funds towards a cure.

Starting October 1, pink becomes the order of the day with pink ribbons, pink shirts, and many other pink-themed commemorations of International Breast Cancer Awareness Month. Many companies get caught up in the clamor, pushing out products and projects branded for the occasion. It may seem like a cause-turned-commercial, but the truth is, come October 31, thousands of lives around the world would have been helped by what they have learned and became empowered to do in just one month.

As marketers, it’s easy enough for us to see some initiatives as mere public relations; but we’d like to believe in erring on the side of hope and positivity. That’s what the spirit of the month is really about. And we can use the power of our influence to do more good. Profit-based enterprises who wish to support the cause need to be strategic and selective in what they decide to do.

We can start with our internal audiences. Our companies and stores can serve as platforms for sharing information, available options, and other resources. Make them safe places that open doors to self-care and support for our team members and clients. Maybe a specially designed microsite or publication can feel like a safe place for employees and families who need the social support of peers and mentors. How about care packages with fitness trackers, pedometers, and reminders to get checked.

For every person with breast cancer, there are others – family, friends, communities – who are also affected. If you are thinking of fund-raising through sales of limited-edition products, make it about pairs or groups – matching or complementary items that come in sets. Find a way to say, “We share your fight and we are here with you.”

And to make sure more funds are raised, work with partners and suppliers who can give you good rates so every sale can mean a higher donation to your selected breast can

cer effort. Appeal to their sense of corporate social responsibility while negotiating. Remember, we’re all in this together.

October is just around the corner! Let’s work together on helping your brand make a difference. Give us a call.