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JNCI Journal of the National Cancer Institute 2004 96(23):1736-1737; doi:10.1093/jnci/96.23.1736
© 2004 by Oxford University Press
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© 2004 Oxford University Press

NEWS

Corporations Flock to Selling for the (Breast Cancer) Cure

Renee Twombly

The first 150 words of the full text of this article appear below.

All across America, people are "shopping" for a cure for breast cancer, funneling millions into the coffers of several large breast cancer advocacy foundations and at least one cancer center by purchasing products that are somehow tied to national fundraising campaigns for breast cancer awareness and research. The opportunities seem ubiquitous in October—National Breast Cancer Awareness Month.

Saturation of such "cause-related" marketing, known as "pink" campaigns, is so complete, in fact, that some advocates privately laugh about efforts they say range from "driving for the cure"—BMW will donate $1 for every mile that is test-driven by a potential buyer—to what they dub "wiping for the cure"—the 50 cents that Quilted Northern Ultra toilet tissue will donate for each proof-of-purchase code mailed back to the company.

But a number of breast cancer advocates complain that some corporations are using breast cancer to sell their products, and that saturation of breast cancer . . . [Full Text of this Article]

A Call to "Think Before You Pink"

Filling in the Gaps


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Correspondence about this Article

Re: Corporations Flock to Selling for the (Breast Cancer) Cure
Susan Braun
J Natl Cancer Inst 2005 97: 320. [Extract] [Full Text] [PDF]



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Re: Corporations Flock to Selling for the (Breast Cancer) Cure
J Natl Cancer Inst, February 16, 2005; 97(4): 320 - 320.
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