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You’re Blushing! Tackling Uncomfortable Issues with Cause Marketing
September 3, 2010 at 11:37 AM by Research & Insights
It’s hard to believe breast cancer was once a salacious issue for a company to support. Once considered too personal to discuss outside the doctor’s office, today it is the cookie-cutter cause to support in October. You know the issue has shed its societal stigma when everything from soup cans to paper towels bears the pink ribbon in your neighborhood grocery store. However that does not imply we’re past all the blushing and squirming when it comes to public dialogue of very personal health issues.
In the latest breast cancer controversy, one organization’s playful “I Love Boobies” charity bracelets are being expelled from several school districts across the country. Schools claim the bracelets, which benefit the Keep A Breast Foundation, were banned for being “sexually suggestive” or “offensive.” Yet this isn’t the first time we’ve seen light-hearted or humorous campaigns face some resistance and flushed cheeks. Efforts such as “Save the Ta-Tas,” the “Fashion Targets Breast Cancer” commercial and the “Save the Boobs” PSA have all come under fire.
Some touchy issues may be shooed away from the schoolyard, but others are looking to target the youth market. MTV recently teamed up with the popular geo-location provider Foursquare to offer the first cause-related badge for checking in to…ahem…STD testing centers. Part of the network’s Get Yourself Tested campaign, the partnership hopes to dampen embarrassment and instead raise awareness, dialogue and action from teens about sexual health. And what better way to get the word out than allowing brave teens to announce their responsible actions to their entire social networks?
Although shock-factor is sure to get attention for these causes, core to all these campaigns is the authentic desire to get the public talking about important issues, even if they are uncomfortable. Once the dialogue is open, there is room for progress toward solving these serious issues. Perhaps one day discussing STD prevention will overcome the gasps and be as acceptable in our public dialogue as fighting breast cancer.
Tags: Women cancer causebranding advocacy campaigns youth newmedia health
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It’s hard to believe breast cancer was once a salacious issue for a company to support. Once considered too personal to discuss outside the doctor’s office, today it is the cookie-cutter cause to support in October. You know the issue has shed its societal stigma when everything from soup cans to paper towels bears the pink ribbon in your neighborhood grocery store. However that does not imply we’re past all the blushing and squirming when it comes to public dialogue of very personal health issues.
Some touchy issues may be shooed away from the schoolyard, but others are looking to target the youth market. MTV recently teamed up with the popular geo-location provider Foursquare to offer the first cause-related badge for checking in to…ahem…STD testing centers. Part of the network’s Get Yourself Tested campaign, the partnership hopes to dampen embarrassment and instead raise awareness, dialogue and action from teens about sexual health. And what better way to get the word out than allowing brave teens to announce their responsible actions to their entire social networks?
Although shock-factor is sure to get attention for these causes, core to all these campaigns is the authentic desire to get the public talking about important issues, even if they are uncomfortable. Once the dialogue is open, there is room for progress toward solving these serious issues. Perhaps one day discussing STD prevention will overcome the gasps and be as acceptable in our public dialogue as fighting breast cancer.
Tags: Women cancer causebranding advocacy campaigns youth newmedia health
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Cone Celebrates the ACS's "Choose You Day"
May 12, 2010 at 11:17 AM by Research & Insights
Tags: nonprofitcausebranding donation campaigns employees cancer Women cone health
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Today, Cone is joining employers around the country to participate in the American Cancer Society’s first annual Choose You Day. The event encourages Americans to spend 30 minutes doing something healthy and is part of the ACS’s new Choose You movement.
Cone’s Choose You Day events include:
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An hour-long group yoga class
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A healthy snack station
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The 2010 Cone Choose You Walk/Run to the Boston Public Garden
Employees can also make an optional $5 tax-deductible donation to help support the work of ACS. As a thank-you for participation, Cone employees receive a Choose You flower pin along with materials to spread the word and teach others how to make health a priority on Choose You Day.
Join us! Find out more information about how to celebrate Choose You Day in your office or how to make a personal pledge for your health by visiting the Choose You site.
Tags: nonprofitcausebranding donation campaigns employees cancer Women cone health
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Inspiring Women to 'Choose You'
May 7, 2010 at 1:15 PM by Research & Insights
Mother’s Day is just around the corner. Have you thought of a gift for the special women in your life? Flowers, jewelry or a nice brunch may be indulgent – but a truly memorable gift would be getting mom to care for her health.
Just in time for Mother’s Day, the American Cancer Society* (ACS) is launching a movement to encourage mom to do just that. Called Choose You, this initiative is inspiring women to put their health first and make lifestyle choices that will help them stay well and help prevent cancer. Choose You is primarily focused on women, but also invites men to join the movement and encourage the women in their lives to put their health first. A celebratory launch took place on Tuesday, where celebrity ambassador Ellen Pompeo illuminated the Walgreens’ Times Square digital billboard, the world’s largest, with images of women and men who joined the movement. This was followed by a star-studded honorary luncheon, including Gabourey Sidibe, academy-award nominated star of Precious; JuJu Chang, co-host Good Morning America; Kiran Chetry, CNN’s American Morning; and representatives from Choose You’s National Presenting Sponsors, Sprite Zero and Walgreens. This luncheon also brought together influencers on women's health to hear directly from ACS executives and scientific leaders.
But the movement doesn’t end with the glitz of the launch. ACS is making it easy for individuals to make a wellness pledge online (quit smoking, adopt healthier eating habits, etc.) and gain the support of their peers throughout their journey to a healthier lifestyle. Participants benefit from the emotional and financial backing of their supporters (who can pledge “support donations” to ACS on behalf of their friend's or loved one’s goal). When they achieve success, supporters’ donations will go to ACS. If unsuccessful, the participant's pledge will go to ACS. The structure is a win-win for both the cause and the individual, transforming the model for how to fundraise and incentivize behavior change online.
ACS will sustain the movement offline with a multi-faceted, year-round approach that reaches women wherever they are – online, in-store, at the workplace or in local communities – through a variety of targeted initiatives.
And mark your calendars – ACS has established May 12 as National Choose You Day, asking employers to give their workers 30 minutes to do something to promote their health. This annual event will be a reminder of the campaign – and will ensure it is re-energized each year. Suitably, the day of recognition will fall close to Mother’s Day every year, meaning it is always an appropriate time to remind the women close to you to focus on their health.
*ACS is a client of Cone, who helped develop and execute this campaign.
Tags: cone Women nonprofitcausebranding celebrityengagement campaigns cancer newmedia
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Mother’s Day is just around the corner. Have you thought of a gift for the special women in your life? Flowers, jewelry or a nice brunch may be indulgent – but a truly memorable gift would be getting mom to care for her health.
Just in time for Mother’s Day, the American Cancer Society* (ACS) is launching a movement to encourage mom to do just that. Called Choose You, this initiative is inspiring women to put their health first and make lifestyle choices that will help them stay well and help prevent cancer. Choose You is primarily focused on women, but also invites men to join the movement and encourage the women in their lives to put their health first. A celebratory launch took place on Tuesday, where celebrity ambassador Ellen Pompeo illuminated the Walgreens’ Times Square digital billboard, the world’s largest, with images of women and men who joined the movement. This was followed by a star-studded honorary luncheon, including Gabourey Sidibe, academy-award nominated star of Precious; JuJu Chang, co-host Good Morning America; Kiran Chetry, CNN’s American Morning; and representatives from Choose You’s National Presenting Sponsors, Sprite Zero and Walgreens. This luncheon also brought together influencers on women's health to hear directly from ACS executives and scientific leaders.
Cone CEO Jens Bang displayed on the billboard in Times Square for the Choose You launch
But the movement doesn’t end with the glitz of the launch. ACS is making it easy for individuals to make a wellness pledge online (quit smoking, adopt healthier eating habits, etc.) and gain the support of their peers throughout their journey to a healthier lifestyle. Participants benefit from the emotional and financial backing of their supporters (who can pledge “support donations” to ACS on behalf of their friend's or loved one’s goal). When they achieve success, supporters’ donations will go to ACS. If unsuccessful, the participant's pledge will go to ACS. The structure is a win-win for both the cause and the individual, transforming the model for how to fundraise and incentivize behavior change online.
ACS will sustain the movement offline with a multi-faceted, year-round approach that reaches women wherever they are – online, in-store, at the workplace or in local communities – through a variety of targeted initiatives.
And mark your calendars – ACS has established May 12 as National Choose You Day, asking employers to give their workers 30 minutes to do something to promote their health. This annual event will be a reminder of the campaign – and will ensure it is re-energized each year. Suitably, the day of recognition will fall close to Mother’s Day every year, meaning it is always an appropriate time to remind the women close to you to focus on their health.
*ACS is a client of Cone, who helped develop and execute this campaign.
Tags: cone Women nonprofitcausebranding celebrityengagement campaigns cancer newmedia
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Pink is in the Air
October 2, 2009 at 1:14 PM by Research & Insights
Tags: causebranding cancer campaigns trends donation yoplait
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The Sunday paper is filled with pink circulars; breast cancer is trending on Twitter; the shelves are stocked with pink ribbon products; ah, it must be October. Every year, National Breast Cancer Awareness Month brings exciting momentum to the issue, and this year, some campaigns are taking on an edgy tone as they strive to reach younger women and men with information about this serious disease.
- Yoplait’s* newest initiative is titled “Know Your Girls,” aimed at encouraging young women to understand what is “normal” for their own breasts, or their “girls,” and recognizing important changes. The campaign features video and print materials focused on Gen Y females.
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Rethink Breast Cancer has released two controversial PSAs that take an unconventional approach to breast cancer. A bold new take on awareness, the campaign hopes to engage a younger generation of women and men.
Other breast cancer campaigns in the marketplace include:
- Following the recent introduction of limited-edition mike’s hard pink lemonade,* the malt beverage company is launching “Share Some Pink,” a promotion on Facebook. Mike’s will donate 10˘ for every virtual mike’s hard pink lemonade gift passed, in addition to a $250,000 donation already made to The Breast Cancer Research Foundation in memory of Jacqueline S., a part of the Mike’s family since its founding who lost her battle with the disease earlier this year.
- Taking a “girl-power” approach to awareness, women’s health care company Hologic, launched the “Promise to Me” campaign. On the program’s microsite, women pledge to take care of their own health and encourage women in their lives to do the same.
- Delta Air Lines lit up the JFK air traffic control tower in pink lights as part of its ongoing support for the Breast Cancer Research Foundation. In addition, lucky passengers were treated to a surprise in-flight concert by Melissa Etheridge, a breast cancer survivor.
- Today is the 14th anniversary of the annual Lee National Denim Day, which is revitalized this year with celebrity ambassador and survivor Christina Applegate and interactive online communication components.
This October, stop for a moment and observe the sheer force of this cause. It boasts an incredible roster of supporters including corporate America, nonprofits, media, celebrities and retailers. Whether the approach pulls at your heart strings or tickles you pink, thanks to the ongoing efforts of these players, breast cancer has become an issue that resonates with all audiences and is truly a movement to admire.
* Cone Client
Tags: causebranding cancer campaigns trends donation yoplait
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Yoplait Announces New Breast Cancer Campaign
September 16, 2009 at 4:18 PM by Research & Insights
Tags: campaigns cancer causebranding newmedia yoplait
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Yoplait, a Cone client, announces its latest cause campaign on our sister blog, Brand Channeler. Know Your Girls is aimed at Gen Y women, encouraging them to to take an active role in their breast health. For all the details, check out the full post and watch the video below.
Tags: campaigns cancer causebranding newmedia yoplait
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