Another Reason to Love Pink

October is breast cancer awareness month and the pink ribbon campaign is in full force this year recruiting a new and unexpected advocate, the National Football League. An estimated 100 N.F.L. players will be sporting pink shoes and gear to show their support of breast cancer awareness.

The “pink ribbon” campaign is popular among many companies and organizations that use the association to support breast cancer awareness and profit on a cause-related marketing campaigns. It isn’t as harsh as it may sound; breast cancer non-profits gain publicity and fundraising by tapping into the for-profit’s client base, while for-profit companies capitalize on the association by projecting a positive and socially responsible public image.

And in this case, it’s well needed. Not only do women make up 40 percent of the audience tuning into the championship game every year, according to Reuters; but the N.F.L. frequently deals with drug and violence controversies (think Michael Vick and Adam “Pacman” Jones). A marketing play like this will not only reach out to the women viewers, but also brighten up a slightly tarnished reputation among N.F.L. players.

What I love about this recent partnership is:

1)      It’s unexpected- Pink on big, muscular men? How unusual is that?

2)      It’s emotional- Most notable in the media covering this story is Carolina Panthers running back DeAngelo Williams. Williams lost three aunts to breast cancer. His mother, Sandra Hill, was diagnosed with breast cancer in 2004 and is still in remission for the disease. Williams has a very personal reason to support this cause and I’m sure there are similar stories among other players.

3)      It’s simple- It’s a color. The pink ribbon symbol and the color itself are identifiable as breast cancer awareness campaigns since its conception.

A trend that started off in the early 90s when pink ribbons were handed out to participants in New York City’s race for breast cancer survivors by the Susan G. Komen Foundation has, in the last decade, infiltrated our lives and decorated our purchases with pink. The transition from a grassroots project to an international campaign is in part thanks to the joint venture between Self Magazine and cosmetic giant Estee Lauder in 1992. The N.F.L. is the most recent organization to lend its support in the fight against breast cancer and one more reason to love pink.

References

Battista, Judy. “Pink Cleats to Show Support of Breast Cancer Awareness” New York Times http://www.nytimes.com/2009/09/30/sports/football/30nfl.html September 29, 2009.

National Breast Cancer Foundation http://www.nbcf.org.au/

Susan G. Koman for the Cure  http://ww5.komen.org/corporatepartners.aspx

Pink Ribbon International http://www.pinkribbon.org/About/Organization/tabid/200/portalid/0/Default.aspx

Gershberg, Michael. “NFL studies what women fans want” Reuters http://www.reuters.com/article/idUSN2933923020061129 Nov 29, 2006