It’s no surprise to anyone when big companies jump on a popular campaign, but in recent months we’ve seen a lot more businesses tuning in to breast cancer awareness for their PR. I promised a follow-up post on companies that are including breast cancer in their publicity campaigns, so here it is.
Who’s using their PR to boost awareness for this all important cause? A lot of companies!
GE Healthcare is introducing a brand new campaign in celebration of the 10th anniversary of their digital mammograms, the technology that replaced film used previously in these tests. To celebrate the anniversary and to draw attention to Breast Cancer Awareness Month, GE has set up a digital wall where survivors, healthcare workers and others affected by breast cancer can share their stories.
Ann Taylor Stores Corporation is another company that is running campaigns specifically focused on breast cancer. They have two different campaigns going at the moment, ANN Cares and LOFT Cares. Both programs off cards which donate 90% of the purchase price to breast cancer research. The $25 cards also give the user $100 off purchases at participating stores.
Estee Lauder, a popular makeup brand, is running a full pink promotion, as well, with Elizabeth Hurley as the face of their breast cancer awareness campaign. The company is offering pink ribbons and works to sponsor breast cancer research, as well as promote awareness in women of the disease.
Smashbox, another makeup company, has pledged to donate 40% of every sale of their Photo Finish Lipstick to Susan G. Komen for the Cure. The lipstick is a limited edition baby-doll pink that was created just for this campaign, to promote breast cancer awareness and raise cash for research.
Sephora has come out with Balmshell, a pink lip gloss that is also special for October as Breast Cancer Awareness Month. The cosmetic company is donating $1 of each purchase of Balmshell to the Breast Cancer Research Foundation, to help research for a cure continue.
Keds, the ever popular shoe manufacturer, has developed a special edition Champion Pink Ribbon shoe. Obviously, they’re pink, but the big deal here is that 100% of the proceeds from the sale of these shoes is going to the Breast Cancer Research Foundation.
Not Just Any Old Day has a very unique idea for anyone who has been affected by breast cancer. When you or someone you know is told they are cancer-free, you can buy them a key with a calendar embedded on it and a pink crystal on the special day they became cancer free. While the idea is a neat one, the company is also donating part of the proceeds to to the National Breast Cancer Foundation.
Finally we have the Body Deli, a health and beauty store that is also dedicated to breast cancer awareness. Their special edition pink grapefruit scrub is being sold as a way to raise money for breast cancer research. $6 of each purchase will be donated.
Every year, we see more and more companies using October’s Breast Cancer Awareness campaign to help fuel their own PR. While some are still arguing against the intense amount of pink that we’re seeing everywhere, the fact remains that the money is being raised for breast cancer research, as well as boosting sales for the company. Really, it’s a win-win situation.