The Continued Growth of Pink…

In the Catholic Church, October has always been the minth dedicated to the Blessed Virgin Mary. The prayers and devotion to the Mother of Jesus have been said to move mountains and answer millions of prayers for the most desperate over the years. Whether or not it is tied to devine inspiration, the work by all causes surround breast cancer to raise awareness and inspire in the month of October is none the more miraculous, and is somehow probably linked to a form of divine significance. The latest example took place across NFL fields this weekend, and players donned pink cleats, gloves, hats etc etc. in support of breast cancer awareness, giving perhaps sports most marketable and visible cause its biggest platform.

Do the weekends of pink bats that MLB does, or the pink jerseys worn by the WNBA or women's college hoops mean just as muc.? Of course so. However for a sport that draws the biggest eyeballs…male eyeballs…on a Sunday-Monday, no platform could be more desirable for any cause. This year the NFL stepped the call up even more, by highlighting breast cancer survivors in many markets and calling on players, coaches and staffs to tell their stories with the horrible disease that effects not players directly, but those around them very directly, each and every day. Is it more “important” than other forms of cancer or other charity wor. No. What it is, as we have said in the past, is the most coordinated and well marketed form of any charitable work. Susan G. Komen and other charities plan their awareness campaigns months and months in advance and never miss an opportunity, from grassroots runs to partnerships like MLB and the NFL, to find ways to strike constantly and dorectaly at the hearts and wallets of the consumer, especially the effected consumer..? They are over the top, but in an effective way. Their programs are subtle and clear, just like they were on a sunny Sunday on the green of the NFL.. Anyone watching saw the message through the pink on the field, and either wondered or understood the significance. As a result, monies were raised and lives saved, through auctions and awareness campaigns.

Why breast cancer in a sport where players themselves suffer horrific injury week after week, and are probably effected by other forms of cancer more than thi.? It is because the effort is coordinated and presented in a very unique platform, which is what Susan G. Komen does better than anyone. They make their outreach strong, solid and very clear. It is not to say it is better or more worthy, but it is best organzied. Will we see the pink extended to the ice for the NHL at some poin.? Maybe.

However for today, the wearin of the pink was again a touchdown for the cause, and that breakthrough makes their work miraculous and noteworthy as they continue to make a huge difference in the lives of millions. cause marketing at its best.