As most of you know by now, I work in television. As I’m sure you can imagine, there are plenty of people who love to jump on media-hating bandwagons often enough that those of us who work for one in the media often feel like we work in a hated profession. Within television, my particular area of interest is marketing. There are lots of people who hate commercials and those who have anything to do with anything that remotely resembles a commercial.
So there are times when I feel the “double whammy” of under-appreciation when it comes to my career choice.
I have debated going for a law degree so that I could become a triple threat, but it didn’t take long at all to talk myself out of that idea.
In any case, every time October rolls around, I hear marketing-weary people complaining about Breast Cancer Awareness Month, and specifically, the marketing of the month-long reminder designed to save lives.
Some people denounce the merchandising, like $30 pink t-shirts from which only five bucks or so is actually donated to breast cancer research. Some people criticize businesses offering various pink-colored products in an attempt to cash in on the month rather than do anything to help fight breast cancer.
The concerns are valid to an extent: I’d have no hesitation whatsoever in joining in a protest for any t-shirt that costs $30, and there are some products that just don’t connect with breast cancer very well.
Such transparent displays of money-grabbing are distasteful considering the real intent Breast Cancer Awareness Month is supposed to have. And there are critics who say that such attempts to make money is taking money away from the research needed to eradicate breast cancer once and for all.
The purpose of marketing breast cancer awareness isn’t to turn a $30 donation into a $5 donation and a t-shirt.
But there is a big difference between fund raising and marketing.
Here’s an example: think of cola. It can be any kind of cola, although by now, a specific brand of cola, like Coke or Pepsi, has already popped in your head. Most of you will note that you came up with the brand before I mentioned it. That little automatic association, in the advertising world, is known as “top-of-mind awareness.” It’s what every advertiser wants you to have about their specific brand.
When you think of facial tissue, you probably think of Kleenex. When you think of copy machines, you probably think of Xerox. When you think of home computers, depending on your platform of choice, you either think of an IBM (or equivalent) or a Mac.
How does this relate to Breast Cancer Awareness? Simple. The purpose of marketing breast cancer awareness isn’t to turn a $30 donation into a $5 donation and a t-shirt. It’s to raise top-of-mind awareness of the illness to the point that when someone sees a pink ribbon or any decoration in pink, the first thing they think of is breast cancer.
When that happens, the marketing campaign has worked, regardless of the fund raising.
There are people out there who might never send a check for $30 to breast cancer research, because they might think that $30 is too small an amount. But they might buy a t-shirt to show support for a friend, relative or colleague who has fought the illness. Given a choice between receiving nothing or $5, which do you think cancer researchers would choose?
What’s more, when someone wears one of those t-shirts, they’re reinforcing that message to other people, who then may or may not choose to donate themselves.
More importantly, cancer rates show that the number of cancer deaths, breast cancer included, have dropped. That’s proof that as medication has gotten better at fighting it, people are getting better at finding it early. And the awareness that has women (and men, since it can affect men as well) performing breast self-exams is the best we could hope for short of a cure.
I can’t imagine that someone who feels passionately enough about fighting the illness would not donate just so that they can buy a t-shirt. The people who are the most dedicated are likely to donate first, and buy goodies later.
As consumers, we have every right to ask a business selling something and promising to donate a portion of the proceeds how much they’re actually donating. If they don’t want to say, we have every right to walk away without buying anything.
But if you’re really committed to helping raise money to find a cure for breast cancer, finding out how much some business is going to donate if you buy something pink shouldn’t be your first concern.
Send your donations directly to where the money can be used. You have enough t-shirts in your closet, anyway.