Skip to main content

Pink Ribbon Cause Marketing Doing Its Job Again

Breast cancer is heterogeneous, not homogeneous. There are subtypes that are more deadly and less receptive to current therapies, including a variety known as triple negative breast cancer.

Most breast cancers are fueled by three hormonal ‘receptors;’ estrogen, progesterone, or human epidermal growth factor receptor 2 (HER2). Consequently, most successful treatments target these receptors. A triple negative breast cancer diagnosis means that the cancer was not triggered by hormonal receptors.

Triple negative breast cancer represents about 15% to 25% of all breast cancer cases, so it’s not exactly an orphan disease, even if I’d never heard of it. Among younger women triple negative breast cancer disproportionately affects African Americans, and their prognosis is worse than for women from other ethnic groups.

While triple negative breast cancer responds well to chemotherapy, in some cases early complete response does not correlate with survival rates. And so it’s especially challenging for clinicians to dial in the right chemotherapy for women battling TNBC.

The Triple Negative Breast Cancer Foundation was founded in 2006 in honor of Nancy Block-Zenna. Block-Zenna was diagnosed with TNBC in 2005 and died 2½ years later from the disease. Robin Littman, a friend from childhood on, and her husband had beach towels made embroidered with a peace sign, a heart, and a pink ribbon. Sales of the towels were meant to help Nancy pay for chemotherapy that her insurance company initially refused to cover. In time the insurance company relented, but by that point Littman and friends had generated more than $9,000. That sum seeded the foundation.

Before I saw the silk blouse at the left from RebeccaTaylor.com, whose sale benefits the Triple Negative Breast Cancer Foundation, I knew exactly none of this. The blouse sells for $225 and one-half the proceeds benefit the TNBC.

This cause marketing effort, therefore, did one-half its job; it raised awareness. If you like the blouse and buy it, you’ll help the campaign meet the other half of its goal… funding for the Triple Negative Breast Cancer Foundation to do research and raise awareness of this subtype of breast cancer.

Comments

Popular posts from this blog

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

50 Cent, Cause Marketer

Curtis Jackson, aka rapper 50 Cent visited the horn of Africa in September 2011 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts.

The Horn of Africa has a lot of problems right now, nonetheleast of which is that starvation there is rampant, long-term drought is endemic, and working institutions are few.

Since the UN's World Food Programme can manage to deliver a meal for about $0.10, Jackson has basically committed to donating $100 million (or 200 million 50 cent pieces). That's a very big number.

He gave his commitment a kick start with a donation of $350,000. Like him on Facebook, and when he reaches 1 million new likes, he’ll donate another $1 million.

50 Cent is also tying the sales of his Street King energy drink to the World Food Progamme (WFP). For every bottle sold, 50 Cent will donate one meal.

Street King competes with 5-Hour Energy Drink, a ca…