Millions of pink Breast Cancer products get ready to take October by storm. The colors of awareness are popping up everywhere by any number of businesses large and small…
“Buy this pink product and all proceeds will be donated to breast cancer.”
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photos by me | The Human Bean donates all proceeds to the local hospitals on a certain day in October.
This might be one of the most successful marketing ploys of the twentieth-century. Why? Because people don’t mind contributing when they feel like they are getting something out of showing their support.
Take a look at the average consumer, who generally does not have or want to spend the extra cash to simply donate. Now they can donate and get something in return. Wouldn’t you much rather spend $8.00 on a pink water bottle than donate $8.00 directly to a charity? I am going to buy a water bottle anyway.
Embrace Activism Products specifically designed around Breast Cancer
The sheer number of charities asking for donations can be daunting. How do you pick one if you don’t necessarily have a sentimental reason to go with one or the other?
Being an average person and general consumer of every day products, I have no personal reasons to choose to financially support a cause. So unless someone asks me to donate I most likely wouldn’t think to donate if it wasn’t right in my face when I go to the store. But, since I’m there, I might as well buy the loaf of bread with the pink ribbon graphic promising to donate for me. I feel good about supporting a cause and I get my loaf of bread, everyone wins.
A couple basic cause-based advertising models…
Spare Change: Asking customers if they would like to round up their purchases to donate the extra change to a certain cause or charity. Normally something at a grocery store, but you could use this on a smaller scale in almost any type of situation.
Color it Pink or add a Pink Ribbon: This is the biggest marketing scheme we see on a daily basis. Companies small and large use this method to generate awareness for their brand, products and the cause (of course). Pair up with a foundation or simply donate to local programs (organized charities, hospitals, groups) to draw in community members.
With October just a hop over the fence, there is ample opportunity to get in on it some way or another! From using the color pink and boobies in unexpected product design or creatively funny ads, it's a great way to step out of your regular routine and make a splash at it!
Products & Proceeds
Putting on events or being involved in events can get your brand out there in any number of ways...
I'm actually surprised at how little Etsy crafters have made for Breast Cancer Awareness Month and I'm even more surprised that more than half the crafters displaying content for sale, are not even trying to pull off donating proceeds or a percentage to some foundation or another...which would probably help their purchases. Maybe we'll see more pop up as we get in to October more.
With October being the official month for Breast Cancer Awareness, there are plenty of opportunities to run a caused-based promotion with your small business be that an Etsy shop or physical business.
So morally, is this a bad thing to run a creative promotion or sell your products based around Breast Cancer Awareness? When it comes down to the dollar and the sense of it all -- what this has really done is create HUGE avenues to more regularly and more actively generate money and massive awareness for these causes. Think of how much more funds have been raised due to proceeds and percentages donated by businesses than before when people were simply asked to provide a dollar donation.
However funds are raised, the cause is important and breast cancer takes too many of our wonderful women. And as always directly donating to an organization is a great way to make a difference. Foundations such as the SUSAN G KOMEN - for the CURE provides tons of resources to understand Breast Cancer for both the diagnosed or if you just want to know more about it along with donating and finding things like races and events to be a part of.
What's the coolest breast cancer product or ad you've seen?
If you are a Breast Cancer Survivor or know someone who has been diagnosed, what are your thoughts about businesses donating proceeds and percentages?