As the NFL season officially and fully kicks off it is worthwhile nothing that another major rite of fall; October’s Breast Cancer Awareness Month, also got an early boos with the Susan G. Komen Run For The Cure this weekend.
While the Komen Foundation has taken some hits in recent years because of its battles over Planned Parenthood, the idea of all things pink raising funds and awareness has not been lost in any way. The association of pink on every level in and away Susan G. Koman has become ubiquitous with the cause and has consistently raised millions of dollars each year.
But why? It is a question that privately many charities, especially those that raise money for deadly diseases that affect males, ask. Other than the great emotional ties that we all have to the women of our lives, why do all the pink ribbons and bats resonate so well and raise so much money so effective? Is it just the emotional tie? Is it that the color pink, not normally associated with the macho world of sports, makes such a cut through the clutter that it stands out above all other events and program? Is it because breast cancer has been so public and so pervasive that it is the charity we choose to support, both publicly and privately?
One reason is because of the wide year-round use of all things pink. In May MLB does a massive campaign around Mother’s Day, and at that time many of the savvy breast cancer causes start gearing up for what’s coming in October. Also starting in a few weeks the NFL will again use their leverage with all things pink to boost awareness, with dollars flowing to the American Cancer Society. The program, which took a bit of a hit last year when Procter and Gamble pulled a big partnership in the wake of the domestic abuse issues the NFL was dealing with (and has since addressed), still was gave pink and breast cancer awareness massive exposure as it has each October, with other teams and sports running similar campaigns at other times of the year (colleges, WNBA etc.)
Now of course each organization has to find ways to best use pink for their not for profit coffers, but the overall link between all activities around the color and breast cancer awareness make it just a bit easier. Yes blue has prostate cancer ties, but blue is found in so many ways throughout sports there is not a perfect recall. Ask a sports fan about pink, and chances are breast cancer will be a big part of the recall.
Most charity events go through a similar cycle reminder as event ends; a thank you short period after, with save the date for the following year, two months out start the call to action again. It is usually pretty strong depending on the medium and the location. The pink symbols of breast cancer links all their events together and serves as a constant reminder to even the casual supporter that their work is significant and never-ending. In short, it is case-related, multilevel brand building at its best, both in the clear messages of major events and in the subtle messages of the connections made over time. Will people remember when they see the pink bats or pink jerseys or pink balls that the charity is also tied to other events? Much more likely. The more likely, the better chance to raise funds from all areas, the better chance to raise funds the more effective the charity is in its battle.
Does that mean that other charities are not as thoughtful? No. What it does mean is that all those involved in the fight against breast cancer have done a great job in unifying a platform that is very visual and is compelling, and by doing that have built a very impressive year-round awareness agenda that is to be admired by any brand.
