AP/Google.com Examines Product Marketing Campaigns That Aim To Raise Awareness, Funding For Breast Cancer Research

Main Category: Breast Cancer
Article Date: 17 Oct 2007 - 9:00 PDT

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The AP/Google.com on Sunday examined "cause marketing" campaigns, where companies partner with not-for-profit groups with the aim of raising money for both. Campaigns involving pink products or packaging to raise awareness and funding for breast cancer research are "probably the biggest and best-known efforts" of cause marketing, the AP/Google.com reports.

According to the AP/Google.com, various pink campaigns have raised millions of dollars for groups such as Susan G. Komen for the Cure. In fiscal year 2006, the group said it received more than $58 million from corporate sponsors, most of which came from companies selling pink products. Nearly 140 companies are running promotions supporting Komen, and the organization since 1982 has invested nearly $1 billion in breast cancer education, research and support.

While some companies make contributions based on sales volume, others give a set amount to organizations, the AP/Google.com reports. Katrina McGhee, vice president of marketing at Komen, said, "Cause marketing is one of the things people implement when they believe in doing well while also doing good."

Barbara Brenner -- executive director of Breast Cancer Action, which has been running a campaign called "Think Before You Pink" -- said that in some cases companies spend more on marketing pink products than they donate to groups. Brenner said it might be better for consumers to donate money directly to an organization rather than buying a pink product. David Hessekiel -- president of Cause Marketing Forum, which conducts workshops on cause marketing -- said companies could be spending money on other marketing campaigns that would not result in any money going to not-for-profit groups.

Both Komen and Breast Cancer Action advise consumers to make sure they know which organizations benefit and how much they will receive (Mulvihill, AP/Google.com, 10/14).

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