Breast Cancer Awareness Month, the international health campaign in October, aims to raise global awareness of breast cancer. In the US, the month-long campaign is known as National Breast Cancer Awareness Month.
Spoiler alert: the color for breast cancer awareness is pink. It started with the pink ribbon, but – surprisingly – 1979 was the original ribbon peach colored. The Susan G. Komen Foundation started the distribution pink ribbons at his first Race for the Cure in October 1991; The pink ribbon became even more popular after Self magazine featured it on the cover of its 1992 issue of Breast Cancer Awareness Month and partnered with businesswoman and philanthropist Evelyn Lauder to put 1.5 million pink ribbons on makeup – Estée Lauder counters to be distributed. Eventually the association with the cause spread beyond the ribbon to the pink color itself.
Perhaps because you know someone who is affected – as of January 2021, there are more than 3.8 million women in the United States with a history of breast cancer. This includes women undergoing treatment and women who have completed treatment. (And don’t forget the men: Over 530 men will die of breast cancer this year.) You may want to wear some pink because you are a breast cancer patient or a survivor yourself. Approximately 1 in 8 US women (approximately 13%) will develop invasive breast cancer at some point in their life (Source: Breast Cancer.org). Or maybe you really like pink. Buying branded goods that will donate some or all of the profits to charities is a good choice.
Nonprofit branding is nothing new, and several nonprofits have made it onto License Global Leading Licensors Report over the years including Sesame Workshop, National Geographic, the National Trust for Historic Preservation, and the ASPCA to name a few.
But few have delved into charitable branding as well as Susan G. Komen with her ubiquitous pink products. One of the world’s leading breast cancer nonprofits working to save lives and end breast cancer forever, The SGK’s mission “Is saving lives by meeting the most pressing needs in our communities and investing in breakthrough research to prevent and cure breast cancer.”
Every year you can buy hoodies, scarves, nail polish or other beauty products that support SGK. NFL players wear pink shoes. In my town of Wausau, Wisconsin, street lampballs are wrapped in pink cloths on downtown bridges all month long, and you can still spot the occasional pink trash can from a fundraiser a few years ago. If you really want to take control of your money, you can order SGK checks from Checks Unlimited or buy a Pink Ribbon Banking Credit Card from Bank of America.
Komen has an extensive online store that stocks a wide range of branded material (with 100% of the proceeds going to the charity) and corporate partners with branded goods that you can buy elsewhere (percentages donated vary). Every year in October, the SGK presents its annual “Live pink”Program that showcases many of its corporate partners and available products that raise funds for Komen. The program conveniently identifies products and services that support Komen advocacy, research, and patient care for those looking to make a difference with their purchases during National Breast Cancer Awareness Month.
As part of this year’s Live Pink program, Komen worked with more than 25 companies. All brands in the “Live Pink” portfolio support funding for research and care services that assist people with their diagnosis, treatment, and beyond. Products and services available this year include specially designed clothing, skin care products, and food and beverages. Put on a BJ’s Wholesale Earth Yoga Eco Curve Hoodie and ride your Kent 26 “Women’s Floral Cruiser Bike to Panera Bread for a Pink Ribbon Bagel. When you get home, you can tap water off the Pink Ribbon Hydrate Variety Pack. It is obvious that SGK is familiar with corporate partnerships. In 2006, ZEIT reported that Komen’s partnerships with pink promoters raised $ 30 million a year. In 2010, USA Today reports SKG raised $ 55 million annually through cause marketing.
Although the charity has been criticized over the years, one of the greatest charity guardians is Charity Navigator, still rates the charity 3 stars, which suggests it is a charity that you can trust.
SGK isn’t the only breast cancer charity, however, and anything pink isn’t SGK. In other words, during this Pink Month, many companies and charities are supporting breast cancer education and research. Ever since Evelyn Lauder founded The Estée Lauder Companies breast cancer campaign (The Campaign) in 1992 raised more than $ 99 million to support global research, education, and medical services, with more than $ 80 million funding 321 medical research grants through the Breast Cancer Research Foundation (BCRF) . The campaign now supports more than 60 organizations around the world. This year 19 brands from The Estée Lauder Companies will support the campaign’s mission: AERIN, Aveda, Bobbi Brown, Bumble and bumble, Clinique, Darphin, DKNY, Donna Karan, Dr. Jart +, Estée Lauder, GLAMGLOW, Jo Malone London, La Mer, Lab Series, Michael Kors, Origins, Smashbox, TOM FORD BEAUTY and Too Faced. Everyone will sell or donate Pink Ribbon products to BCRF and / or other charities worldwide.
Some other companies this month announced promotions or products in support of breast cancer:
- Nylabone is working with the National Breast Cancer Foundation (NBCF) to offer dogs a bespoke pink chew toy. For every chew toy sold, Nylabone donates $ 1 to NBCF.
- Lids has created a limited collection of three new headwear embroidery options to raise awareness with funds in favor of the BCRF.
- RevitaLash Cosmetics will donate $ 2 to breast cancer charities worldwide, up to a maximum of $ 140,000 for each RevitaLash Advanced and RevitaBrow Advanced purchased during the Pink Sleeve Event.
- In support of Breast Cancer Awareness Month, Igloo is donating 100% of the sales of its Playmate Calendar 2022 sold on Igloocoolers.com to the American Cancer Society.
Remember that nobody owns the rights to the pink ribbon; Companies that sell merchandise with a pink ribbon may not support breast cancer research or education at all. The bottom line is, if you are looking to buy pink, make sure you are doing it for the right purpose.