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.
  • 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


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