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Breast Cancer Awareness Month: The Pink Promotion of Health

October 19, 2018 Rachel Schulties

October is known for jack-o-lanterns, Pumpkin Spice Lattes and cool weather. But it’s also known for pink and spreading breast cancer awareness.

From bright hues to pastels, the color pink has been adopted by the National Breast Cancer Foundation and many related organizations to provide help and inspire hope to those affected by breast cancer through early detection, education and support services. The interest in pink has gradually increased since 2004, according to Google Search Trends, so hijacking the tone was an easy mastery for awareness advocates.

In honor of this year’s National Breast Cancer Awareness month, let’s look into a few proud and unwavering breast cancer awareness campaigns.

Estée Lauder: #TimeToEndBreastCancer

This year marks Estée Lauder’s 26th consecutive campaign dedicated to raising breast cancer awareness. The 2018 campaign, #TimeToEndBreastCancer, is focused on the following statistic: every 19 seconds, a woman is diagnosed with breast cancer.

Estée Lauder campaigns time to end breast cancer women breast cancer awareness month

“Dedicated to a cancer-free world,” Estée Lauder’s awareness campaign includes their iconic pink ribbon pin, night repair cream, lip sticks, contour palettes and other beauty products. A percentage of all sales of products from this line made between September of 2018 and June of 2019 will go toward breast cancer research.
Since 1992, Estée Lauder campaigns have raised more than $76 million for breast cancer research, education and medical services, funded 250 medical research grants and distributed 160 million pink ribbons worldwide.
Stella McCartney: #BreastCancerAwareness

Stella McCartney’s annual #BreastCancerAwareness campaign launched this year on September 24th, the birthday of Stella’s mother, who passed away from breast cancer.

Enlisting the help of celebrities Alicia Keys and Sofia Vergara, Stella McCartney has promoted the brand’s campaign, their newest lingerie set and fast facts about breast cancer via social media to raise awareness and funds for research.

Stella McCartney will be donating a percentage of all proceeds to leaders in the cancer research industry, such as Linda McCartney Center in Liverpool, Hello Beautiful Foundation in London and Memorial Sloan Kettering in New York

The “Rose Romancing” lingerie set is meant to remind consumers to stay healthy, get checked and, of course, love themselves. Stella McCartney will be donating a percentage of all proceeds to leaders in the cancer research industry, such as Linda McCartney Center in Liverpool, Hello Beautiful Foundation in London and Memorial Sloan Kettering in New York.

Berlei + I Touch Myself Project

Founded in 2014, after Australian diva Chrissy Amphlett’s passing due to a long battle with breast cancer, the I Touch Myself Project and their partner Berlei, an intimates brand, recruited Serena Williams to help spread their message.

In part of promoting breast cancer awareness, Berlei produced limited-edition Chrissy Bras for everyday wear and after-surgery wear. The snakeskin print bra includes an “I Touch Myself” message on the inside to remind consumers to regularly check their bodies.

Berlei will donate 100% of profits from the Chrissy Bra to the Breast Cancer Network Australia (BCNA).

Whether through pink ribbons or post-surgery bras, brands around the globe are stepping up to take part in promoting breast cancer awareness and supporting research to find a cure.

Looking to reach your audience for your philanthropic marketing objectives?

Contact Digital Media Solutions today.

About the Author

Rachel Schulties

Rachel Schulties is the Executive Vice President of Agency Services at Digital Media Solutions (DMS), the fastest growing independent agency focused on performance marketing. As the leader of the agency team, Rachel oversees client relationships, agency services, the award-winning Sparkroom performance technology and technical support function that helps clients boost performance and redefine the win. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.

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