Given that we are wrapping up National Breast Cancer Awareness month, marketing that features the ever-popular pink ribbon has reached critical mass. Some have approached the pink theme in rather creative ways, garnering mixed reactions to the cause. One example is the Barbie doll with a white and pink diamond necklace that sold for $302,500 to an anonymous bidder. Proceeds from this blinged-out Barbie auction go to the Breast Cancer Research Foundation.
There are, however, some campaigns that don’t work out so positively. Most recent was the Yoplait campaign asking people to send in lids from their yogurts and in exchange the company would provide a percentage to breast cancer awareness. Oddly enough the yogurt contained rBGH, a growth hormone linked to the list of possible causes of breast cancer. This ironic awareness event and others can be found on a website called “Think Before You Pink”, the site hoping to protect those who may mean well yet do not realize the ramifications of their do-goodery.
So do these cases fall into the realm of “any press is good press”? We are more aware of breast cancer than ever, but maybe we should focus a little more on prevention than spectacle.