The power of pink
A solid brand, a disease that touches thousands of lives in New Zealand each year and global pulling power have combined to give the Pink Ribbon campaign massive visibility
Thursday, February 25 2010 || Marketing || BY Melanie Cooper
In amongst a clamour of other good causes, the Pink Ribbon campaign continues to attract media coverage for its messages, secure buy-in from the public and — critically — raise funds.
Funds are still coming in from last October’s fundraising activities but the tally from pink balls, breakfasts, walks, motorcycle rides and a national street appeal already exceeds the $1.3 million total for 2008. NZBCF routinely brings in a third of all its fundraising dollars in October.
The shroud of pink that descends in October is even more impressive as the NZBCF doesn’t receive any government funding, has a full-time staff of 11 people, and is the new kid on the block.
Launched in 1994, the Pink Ribbon campaign competes for funds and focus against stalwarts like the National Heart Foundation and the Cancer Society.
In its favour is the clarity of the messages and the magnifying effect of the global campaign, says AUT marketing and brand lecturer Dr Paul Pickering. NZBCF chief executive Heather Shotter, who spent five years on the board before taking up her full-time role last year, says there is advantage in being able to connect with a bigger global campaign.
“While we drive [our campaign] independently of other organisations worldwide you do get that collective impact of everywhere you go ... you will see something to do with breast cancer during October.”
Globally the campaign — initiated by cosmetics brand Estée Lauder in 1992 — has been lauded for its marketing nous in choosing an ownable colour, supporting awareness with big stunts and being everywhere at once through clever partnerships.
Some commercial relationships also extend beyond New Zealand’s shores with Estée Lauder and Ralph Lauren acting as partners to the cause globally and trans-Tasman partnerships existing between brand sponsors such as Dove and Kiwi Blue (aka Mt Franklin Water in Australia).
Shotter’s corporate background (including 12 years with Sky City Entertainment Group) has served to make her very conscious of the need to tend to sponsorship relationships and she says the NZBCF is fortunate to have built a number of enduring relationships with organisations such as the Lion Foundation.
Product partnerships have also flourished in recent years with a massive number of products sporting a pink ribbon or wholly pink packaging during October — the cut of licensed products contributes 23% of the NZBCF’s annual take.
Although some of these commercial relationships are built around the month of October — such as the Warehouse staff donning pink tees and creating lines of clothing with Pink Ribbons — others like Tupperware and Pandora jewellery are year-round partnerships.
The most recent campaign urged the public to ‘think pink, buy pink’ and saw everything from sewing machines to underlay to fishing rod brands pledging a cut of their profits in exchange for the consumer brownie points of the Pink Ribbon.
So what is behind the mad keen fervour of the community support? Even without the campaign drive in October, the NZBCF gets 26% of its funding from community events.
One woman, new to the country, arranged a series of fundraising activities including a ball and contributed $19,000 to the latest October funding pool. Her decision to get involved was prompted by a friend’s diagnosis with breast cancer.
Shotter says many individuals and organisations go out of their way to support the cause because of their own or a loved one’s experience with breast cancer or because they realise they can save lives by getting involved.
The Pink Ribbon message is one that resonates with a wide audience, making an emotive connection with anyone who has been touched by breast cancer or who identifies the risk for a daughter, wife, sister or friend, says Pickering.
