Frontline Marketing

Brands Promote Breast Cancer Awareness With Message Of Power

Pink Breast Cancer Ribbon

By | October 11, 2017 |

October is Breast Cancer Awareness Month, and brands are giving back to the community through education, discussion and the sale of promotional items that benefit charity.

There is no shortage of pink-colored goods to buy and fundraisers to support. Here are just a few ways brands are taking a stand against the disease that affects about one-in-eight women in the US.

Estée Lauder: The Campaign

Twenty-five years ago, entrepreneur and cosmetics mogul Estée Lauder co-created the iconic pink ribbon, along with her company’s breast cancer campaign and the Breast Cancer Research Foundation (BCRF).

This year, the company has revealed a new design and message for Breast Cancer Awareness Month—a worn, tattered pink ribbon. The image is meant to represent “25 years of hard work, dedication and impact trying to cure this disease.”

Donning a ribbon isn’t enough for the brand, which has removed the word “awareness” from its annual campaign language. In a statement, the company said that breast cancer now has the global spotlight it deserves, so the campaign will now focus on ending the disease once and for all.

“I am continuously humbled and energized by the passion and care exhibited by our employees and the tireless dedication of our partners—whose work is getting us closer to a global cure each and every day,” William P. Lauder, son of Estée and executive chairman of The Estée Lauder Companies Inc., said in a statement. “As a company, our commitment has not and will not waver.”

Gap: The Power Of She

Gap has teamed up with the women of Recovery on Water—ROW for short—to design and promote the limited-edition sports bra “The Power of She.”

ROW is a Chicago-based rowing team that provides support and comradery to breast cancer survivors. The group gave input into the design of the “Empower Bra,” created for women recovering from mastectomies. Members of ROW are prominently featured in a national ad campaign for the athletic wear, and proceeds from sales of the pink “Power of She” bra will benefit ROW.

“Stories like the women of ROW inspired us to co-create the Empower Bra with breast cancer survivors,” Athleta’s website reads. “Each sister is a survivor and so much more, using the sport of rowing to be her strongest self, both physically and emotionally.”

WWE: Unleash Your Warrior

Returning for its fifth year, WWE’s “Unleash Your Warrior” campaign is a partnership between the popular entertainment company and cancer research and support charity Susan G. Komen. In addition to co-branded ring skirts, digital signage and turning the middle ring rope pink, WWE Superstars sport “Unleash Your Warrior” apparel during the global campaign. To date, the partnership has raised over $2 million for breast cancer research, according to the charity.

“This support is essential to improve the treatment and quality of life for the true warriors with this devastating disease, and we remain committed to standing side by side with Komen in the fight to end breast cancer,” Stephanie McMahon, WWE’s chief brand officer, said in a statement.

During WWE’s flagship TV programs Monday Night Raw and Smackdown Live, breast cancer survivors are brought into the ring to be honored as heroes. All proceeds of the “Unleash Your Warrior” co-branded apparel benefits Komen.