Honoring Breast Cancer Awareness Month in a Pandemic

We are currently halfway through Breast Cancer Awareness Month, a month that has historically dominated the cause marketing scene, but this year is a bit different. With almost 8 million cases of coronavirus in the U.S., it’s important to remember the fact that 1 in 8 women in the U.S. will be diagnosed with breast cancer in her lifetime. Which begs the question, how do you fundraise for a health crisis that isn’t COVID-19? This week, we will examine three companies that have gotten creative to ensure their Breast Cancer Awareness Month efforts shine through.

• Pivoting to Online & Virtual: With in-person events not being an option, especially for immune-compromised cancer patients, the National Breast Cancer Foundation had to adjust its strategy. Pivoting from live health fairs and golf tournaments, the foundation has focused this year’s efforts around Game Pink. The initiative asks prospective donors to ‘Help Say “Game Over” to Breast Cancer’ by playing their favorite video game throughout October to raise money and awareness for person’s impacted by breast cancer. With such a strong tag line, it’s no surprise the organization is expecting over $40,000 in donations this month.
• Sharing Messages of Support: Even with the fashion industry reeling from the impact of COVID-19 on retailers, Ralph Lauren has announced the 20-year anniversary of its Pink Pony Campaign. This campaign includes extensive men’s, women’s, children’s and even home lines where 100 percent of proceeds will be donated to a diverse group of cancer charities. But what is different this year, is that it features stories of ‘cancer survivors, thrivers and supporters,’ from Olympic gold medalist Nathan Adrian to author and activist, Dr. Ibram X. Kendi.
• Teaming Up to Educate: Yeti has also taken a different approach to honoring this month. It has teamed up with Boarding for Breast Cancer and Casting for Recovery, two nonprofits that focus on the importance of preventing breast cancer and embracing the recovery powers of nature. It is encouraging customers to learn about these benefits by featuring the campaign on the Yeti home page and putting together four prize packs ’inspired by those good-for-the-soul nature fixes that always leave us feelin’ refreshed.’

Even as the global COVID-19 health crisis rages, there are so many other important issues that must not be left by the wayside. In fact, our own research shows that almost a third of Americans feel companies should continue to support programs already in progress before COVID-19. And although these initiatives may look and feel different than in years past, they are still as critical as ever.