This October is the 26th annual Breast Cancer Awareness month, an event "conceived by the pharmaceutical company Zeneca, now AstraZeneca ... to promote mammography as the most effective weapon in fighting breast cancer." The increasing number of pink ribbon / breast cancer cause-related marketing campaigns has the advocacy group Breast Cancer Action referring to October as "breast cancer industry month." Companies -- like Ty, which is offering "SpongeBob PinkPants" this October -- point out that they raise money for breast cancer research. "In 2005 alone, cause-related marketing generated more than $30 million for research and community programs for the Susan G. Komen Breast Cancer Foundation," reports Josephine Marcotty. Pink marketing also helps companies' bottom lines. Advertising Age reports that "by turning its iconic red-and-white soup cans pink for Breast Cancer Awareness Month, Campbell Soup Co. has doubled sales of its top varieties to its biggest grocery customer. ... [Campbell spokesman John] Faulkner said he would 'love to see the program expanded greatly next year.'"
- About Us
- Press Room