NBCAM: Cause Marketing at its Best (and Worst)
October is National Breast Cancer Awareness Month (NBCAM), and with it comes the annual tsunami of pink. From retail merchandise to professional sports teams, the ubiquitous pink ribbon is back in the national spotlight. Despite being one of the most successful health awareness and cause marketing campaigns in history, NBCAM is embroiled in controversy.
From the beginning, NBCAM was met with skepticism. The inaugural event was launched in 1985 as a week-long campaign, put forth by the American Cancer Society and [amongst others] the pharmaceutical division of Imperial Chemical Industries (now part of AstraZeneca, a leading producer of oncology drugs). The cause marketing partnership aimed to educate and empower women to “take charge of their breast health”, and provide access to early detection screening services. However, some considered the campaign’s emphasis on self-exams and mammography screenings a distraction from systemic issues of the breast cancer epidemic. Additional criticism was directed towards the campaign’s corporate partners (collectively referred to as the Board of Sponsors), regarded as opportunists profiting from the diagnosis and treatment of the disease.
Nevertheless, the NBCAM campaign was a huge success. It brought international attention to women’s health, helped to destigmatize breast cancer and made the month of October a fundraising goldmine for the cause. Now in its 35th year, the NBCAM campaign continues to raise awareness and funds for breast cancer research, treatment and support around the world.
So, What’s the Big Deal?
In the early 1990’s, the pink ribbon surfaced as the symbol for breast cancer awareness. Made popular by Susan G. Komen, Self magazine and Estée Lauder, the pink ribbon became synonymous with NBCAM cause marketing. However, the effectiveness of pink ribbon campaigns led to a growing number of fraudulent NBCAM promotions. Misuse of the pink ribbon became so rampant that in 1992 the Breast Cancer Action (BCA) group coined the term “pinkwashing” to describe the hypocrisy and lack of transparency associated with NBCAM fundraising.
A Pinkwasher is any entity that either promotes breast cancer awareness without actually donating, is deceptive or ambiguous about the dissemination of funds raised, or uses the pink ribbon symbol to promote a product with known or suspected links to cancer.
In 2002, BCA launched its Think Before You Pink campaign as a means of combatting pinkwashing by “calling for more transparency and accountability by companies that take part in breast cancer fundraising, and encouraging consumers to ask critical questions about pink ribbon promotions.” In 2014, the group began using the campaign to expose name brand pinkwashers and urge consumers to take action.
This year, the campaign targets 3M for its marketing of pink ribbon products while simultaneously producing PFAS—the toxic “forever chemicals” that may contribute to an increased risk of breast cancer. BCA is encouraging consumers to “say NEVER to forever chemicals” with an email to 3M executives in response to the company’s pinkwashing and continued use of PFAS.
2019 THINK BEFORE YOU PINK® Campaign: SAY NEVER TO FOREVER CHEMICALS
3M is in the hot seat for marketing breast cancer awareness Post-its and pink stethoscopes while producing toxic PFAS known to cause some cancers and interfere with normal hormone functioning.
VS.
2019 Halo Award Winning Digital Campaign: PLAY PINK FOR THE CURE
Online gaming company Zynga (Words with Friends 2) offered a unique opportunity for Susan G. Komen to reach new audiences via a younger target demographic and create awareness in the gaming industry.
Think About It:
Gone are the days of superficial marketing. Cause marketing campaigns need to be rooted in partnership, authenticity, purpose and transparency. If the mission of NBCAM does not resonate with your company’s purpose or skillset, do NOT use pink ribbon marketing. However, if the women’s empowerment and health awareness movement truly aligns with your company and stakeholders, then make your marketing matter. Find your company’s right-fit partners and determine which type of cause marketing campaign would make the greatest impact.
“We’ve seen the power that community can have in bolstering strength, courage, and humor during times of illness. Over the years, our players have shared their stories of friendship and support that they’ve found in Words With Friends, and we’re proud to be joined by these incredible, esteemed women to spotlight this cause that touches so many.” — Deepthi Menon, SVP of Words With Friends at Zynga
Below are the questions Think Before You Pink® tells consumers to ask themselves before buying a pink promotional item. Use these questions and the accompanying RightCause notes to quality-check your NBCAM promotion:
1. Does any money from this purchase go to support breast cancer programs? How much?
As any good cause marketer will tell you, campaign and partnership disclosures are crucial. Simply adding a pink ribbon symbol to your product does not constitute a sufficient ad disclosure. Always include a Donation Information Label on your promotional items and website – include the name of the charity receiving the funds, the committed donation amount (dollar/percentage) per item, donation minimums/maximums, promotion dates, and website address for more information.
Learn more about Corporate Partnerships & The Law: Advertising Disclosures.
2. What organization will get the money? What will they do with the funds, and how do these programs turn the tide of the breast cancer epidemic?
Cause marketing should be meaningful and measurable. Be diligent in finding a nonprofit organization that is reputable and capable of meeting the partnership’s needs. Work together to define key performance indicators that can measure the campaign’s impact and the partnership’s success.
3. Is there a “cap” on the amount the company will donate? Has this maximum donation already been met? Can you tell?
There is nothing wrong with setting a donation maximum, simply communicate this constraint to consumers. Make sure the limits and progress of your donation are trackable by consumers throughout the promotional period.
Have a system in place to alert consumers when your donation cap has been met, especially when promotional items are still available for sale.
4. Does this purchase put you or someone you love at risk for exposure to toxins linked to breast cancer? What is the company doing to ensure that its products are not contributing to the breast cancer epidemic?
This is a great opportunity to communicate your company’s purpose, its alignment with the NBCAM movement, and its ongoing commitment to stakeholders.
Share the story behind your purpose-driven company and how your cause marketing is not a one-and-done effort. What quantifiable impact are you making? Why would consumers care if you went out of business tomorrow?
[Triple] Bottom Line:
The educational and monetary support resulting from pink ribbon marketing continues to be a powerful resource for breast cancer awareness. That said, not all pink promotions are created equal. Resist the urge to jump on the Pinktober bandwagon if your company’s purpose and actions do not align with the mission of NBCAM. Otherwise, use cause marketing to build a mutually beneficial and long-term partnership with a local breast cancer organization. Because together, you can support the courageous women and men battling breast cancer all year long.
Learn about RightCause and cause marketing: LISTEN, WATCH, READ
Ready to profit with purpose? RightCause offers consulting services, educational resources and operational guides for corporate purpose discovery, cause marketing campaigns, events and fundraising. Learn more at rightcauseconsulting.com or email kwright@rightcauseconsulting.com to get started!