More pink ribbon cause marketing, this time from retailer Dress Barn. For every 'Lilac' plush toy animal sold for $6 through Dec. 31, 2011, Dress Barn will send “the entire net profit of at least $2.50 to support local and national breast cancer initiatives” at the American Cancer Society.” Lilac was featured on the inside front cover flap of the “Late Fall 2011” Dress Barn catalog. I much admire the clear language in this appeal. The American Cancer Society will receive the entire profit from the sale each plush toy and naming a specific dollar figure. Would that more sponsors were as transparent. The bottom portion of the flap encourages people to ‘Take the Pink Pledge.’ Point your smart phone at the QR code or go to yourdressbarn.com/mypinkpledge and you can post online your cancer story or Take the Pink Pledge. As of this writing they had 3,413 pledges. Variations of Dress Barn’s ‘Pink Pledge’ have been around forever. Dress Barn’s asks you for your name and email address...
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