By: Ashley Byars
October arrives, and with it, a wave of pink. From grocery aisles to fashion runways, the color becomes ubiquitous, signaling Breast Cancer Awareness Month. It’s a vital time for impact, bringing critical attention and much-needed funds to a disease that affects millions. Yet, amid the flurry of pink products and promotions, a question often arises: Is this just “pinkwashing,” a marketing ploy disguised as philanthropy?
While some campaigns may be superficial, many companies are committed to making a genuine, tangible difference. They go beyond simply turning their logo pink, offering transparent donations, long-standing commitments, and support for various research and patient needs.
This month, we shine a spotlight on four ways brands are leading the way in their partnership campaigns support meaningful change in breast cancer awareness.
The Long-Term Commitment Powerhouses
Some brands don’t just participate in October; they are deeply woven into the fabric of the breast cancer awareness movement, with commitments spanning decades.
The Estée Lauder Companies are perhaps the most iconic example. Their Breast Cancer Campaign, launched by Evelyn H. Lauder in 1992, not only popularized the pink ribbon but also founded the Breast Cancer Research Foundation (BCRF). Through their numerous brands like Clinique, La Mer, Bobbi Brown, and Aveda, they have raised over $118 million for global research, funding over 3.7 million research hours.
Most recently, the BCRF foundation partnered with CAKES body,® maker of the viral breast solution products, to launch a dedicated BCRF research fund, She’s Not Too Young, in response to rising breast cancer rates in younger women.
Similarly, Ralph Lauren’s Pink Pony Fund, established in 2000, has become a global initiative. It focuses on reducing disparities in cancer care, ensuring that underserved communities have access to quality screening, diagnosis, treatment and education. Their approach demonstrates a holistic understanding of the disease, addressing not only research but also equitable access to care.
Innovative Fundraising & Product Tie-ins
Many companies leverage their products and services to create direct, impactful fundraising opportunities. The key to success is providing transparency to consumers about where their money goes and clear messaging about the nonprofit they’re supporting.
Take performance apparel brand Athleta and popular influencer and apparel designer Kristin Juszczyk, who rose to fame when Taylor Swift wore one of her pieces at a Chiefs game. Juszczyk collaborated with Athleta on a limited-edition Train Free bra in support of Susan G. Komen. . It features the phrase, “Check These Out” to amplify the message for women to prioritize their health and get breast cancer screening. It not only features a cute design but also offers a conversation starter, a call to action and a way to show support for those affected by breast cancer.
Even everyday indulgences can make a difference. Hungry Howie’s pizza, for instance, has run its “Love, Hope & Pizza” campaign for years. During October, their pizzas come in bright pink boxes, and a portion of every purchase goes to the National Breast Cancer Foundation (NBCF), helping provide mammograms, patient navigation and early detection services. It’s a simple, delicious way to contribute.
Beyond Research: Focusing on Patient Support
While research is crucial for finding a cure, many patients face immediate, overwhelming financial and emotional challenges during treatment. Some companies focus their efforts on easing these burdens.
Ford’s Warriors in Pink initiative, while evolving over the years, has consistently highlighted the importance of patient support. Their focus has often been on the Pink Fund, which provides 90-day non-medical financial aid to breast cancer patients in active treatment. This means helping with critical living expenses like housing, utilities, transportation and childcare—often, the most overlooked but vital needs.
JCPenney announced a new program to support the physical and emotional needs of cancer patients. The department store chain is partnering with the nonprofit Look Good Feel Better to bring beauty workshops to JCPenney stores for those who have or are recovering from cancer. The workshops are free and will focus on appearance-related side effects that often occur during cancer treatment, including proper skincare, makeup application and nail care.
Takeaways to use in your own cause campaigns:
With so many partnership campaigns in flight, here are few key learnings for your own that prioritize genuine impact over flashy marketing:
- Transparency: Is the exact donation amount or percentage clearly stated? “A portion of proceeds” can be vague. Look for specifics like “$1 from every purchase” or “20% of net profits.”
- Recipient messaging: Clearly stating the specific nonprofit organization that is receiving the funds and providing consumers or employees with brief content to help them understand its mission and impact.
- Mission Alignment: Jumping into an awareness campaign doesn’t make sense for every company. Does the campaign further the company’s mission and touch on causes your consumers, employees and leadership are passionate about supporting?
- Duration: Making the partnership go beyond the awareness month is key for sustainability. Is the donation tied to a limited-edition product, or is it part of a larger, ongoing corporate commitment?
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