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Case Studies of Cause-Marketing   

Breast cancer is a popular mechanism for corporate cause-marketing campaigns: companies try to strengthen their image and boost their revenue by associating themselves with a charitable cause. A few do so by promoting products that actually contribute to the disease.

The following is a brief selection of the more problematic promotions from the past:

Estee Lauder has been promoting breast cancer awareness, and contributing towards the cause for years. However, the company refuses to sign the Compact for Safe Cosmetics, which ensures that its products contain no chemicals that are known, or strongly suspected, of contributing to the disease. For example, Estee Lauder products still contain parabens, a class of chemicals linked to breast cancer. Check out the "Campaign For Safe Cosmetics" website for more information.


Yoplait’s annual fall campaign, Save Lids to Save Lives, continues to urge consumers to buy pink-lidded cups of Yoplait yogurt. Yoplait donates ten cents to Susan G. Komen for the Cure for each pink lid mailed back to the company, to a certain maximum amount. However, the yogurt is made from cows treated with rBGH (recombinant bovine growth hormone). Recent studies have shown that rBGH dairy products could be linked to an increased risk of breast, colon, and prostate cancer.

Think Pink » Case Studies of Cause-Marketing
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