From football helmets to ribbons, makeup cases to yogurt caps, National Breast Cancer Awareness Month (NBCAM) is on everyone’s radar.
October not only brings awareness to a cancer that 12 percent of women in the U.S. will develop, but this month also shows how using public relations can promote a positive cause. Thanks to Susan G. Komen and American Cancer Society initiatives, the color PINK is now a fundraising icon.
NBCAM began more than 25 years ago with the intent to raise awareness of the disease. The campaign takes on a life of its own as organizations use pink products throughout October.
Here is a look at some of our favorite NBCAM campaigns:
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Yoplait’s “Save Lids to Save Lives“- Yoplait’s pink lids have been around for 15 years. The premise of the campaign is simple: Collect your pink yogurt lids and mail to Yoplait. The company then donates 10 cents per lid to Susan G. Komen. This campaign works because it is easy for consumers to contribute. The pink lids also stand out among other brands on the crowded grocery store shelves.
- Estee Lauder – Since 1992, Estee Lauder has implemented its Breast Cancer Awareness (BCA) campaign every October. Every “Pink Ribbon” product purchased raises funds for medical research. Products aside, Estee Lauder uses social media to interact with consumers on the topic. Content is shared on its site and users are able to create “circles of strength,” areas where they can share personal content on the topic. This campaign gets an LT Public Relations high-five as it encourages consumer engagement!
- NFL and NCAA (Oregon Ducks) – Finally, the NFL’s involvement in promoting awareness has broken gender boundaries. Teams don pink apparel, and the league created a website fittingly titled, “A Crucial Catch,” promoting annual screening. The apparel is auctioned off with proceeds going to the American Cancer Society. The Oregon Ducks deserve an honorable mention for their pink accessories at the UW game (go Ducks!).
Despite NBCAM and affiliated campaigns’ intent, there are skeptics. Deadline Detroit criticized the NFL for focusing on breast cancer and not brain injuries (a common football ailment). The Ann Arbor News criticized NBCAM for not providing quantifiable results, stating that “The problem isn’t awareness.”
Critics aside, the PR efforts of NBCAM are successful. People know what the color pink represents in October. Increasing awareness is crucial for a successful campaign. LT Public Relations applauds those getting involved and encourages those seeking more information to check out the above campaigns!
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