Why breast cancer awareness campaigns need to think beyond pink

You know October is coming when your inbox starts filling up rapidly - well over a month in advance - with invitations to all things pink. Pink parties, pink drinks, pink makeup, pink landmarks - it almost makes you want to see a shrink. Operative word: almost. Because for all our cynicism, we actually really do appreciate the massive overdrive the country goes into when it's that time of the year. Our eyebrows don't go up when folks take breast cancer campaigns so seriously - only when they're not taken seriously enough.
Over the past month, we've seen a few examples of corporations jumping onto the pink bandwagon with 'initiatives' that, on the surface, seem to drive at the common goal of awareness - but on peeling back that layer, reveal themselves to be, at best, poorly conceptualised and, at worst, hypocritical. They are campaigns with arguably no real 'give back': no affiliations with any charity, and no percentage of the proceeds being donated to breast cancer research or awareness funds.
Sure, you could argue for wearing pink or even drinking pink in the name of awareness - and no one's against it - but if we're being honest with ourselves: how far does that really go? Is it inspiring anyone to undergo an examination? How can companies make their breast cancer awareness campaigns count? In seeking the answers to these questions, we spoke to brands around town that are actually going the distance - in some very creative ways, no less - and creating those much-lauded ripples of change.
American car manufacturer Ford has been driving their Warriors in Pink campaign for breast cancer awareness globally for the past 24 years - and, in the UAE, for the past seven. Since then, they've reportedly donated $133 million towards the mission, while also partnering with hospitals to offer free mammograms, engaging with scores of inspiring survivors they call Models of Courage, and working with influencers to rally followers around the cause. This year, they took it one step further by sponsoring an adventure-packed two-day trip to Ehden, in the northern mountains of Lebanon, for a group of breast cancer survivors. The idea was to encourage the women to tackle a variety of extreme challenges - paragliding, sky-walking, ziplining - to prove that breast cancer didn't really have to hinder them from living life to the fullest.
Director of Marketing, Ford Middle East and Africa, Crystal Worthem notes that the effort is not merely management-driven. "Today, one in eight women are affected by breast cancer. That's (inevitably) somebody's daughter, sister, friend. It's one of the reasons this is so important to all our employees." The goal is to "keep it relevant", which they try to ensure by interacting with survivors and gathering feedback on how they believe the campaign can evolve. Last year, for instance, the company partnered with Zulekha Hospital to sponsor over 2,500 mammograms for women in the country. To put that in perspective, one mammogram costs about Dh800. That's a big commitment, and Crystal agrees there are definite advantages to the company's size and longevity - but adds it doesn't mean a five-person start-up can't jump in and support the cause. "I would encourage any business to take a look at the things that its customers and employees care about it - and to go after it," she says. "Make an impact on the local community you serve - that's what's critical."
She also offers two key tips that aid in effective CSR. "First, be consistent with the cause, because then it becomes part of the DNA of your brand," she says. "There are so many amazing causes to choose from, but if you stick to the few you're passionate about, it shows. If we've managed to raise over $130 million, it's probably because we stuck with it for so long." Also, do so all year around. "It's true we tend to speak louder during the month of October, but we actually pursue it throughout the year. We start ideating as soon as a campaign is over - not just the summer before - and do stuff around Mother's Day to raise awareness about early detection. If it's a cause you care about, your activities shouldn't be restricted to designated days or months."
In a bid to 'walk their talk', this year, beauty salon Tips and Toes has committed to sponsor the chemo treatment of a patient. This, in addition to their free in-salon screenings, fundraising efforts and social media posts promoting breastfeeding as a way to reduce the risk of cancer - all initiatives they've been running for the last five years. Says marketing manager Tigui Conte, "We just want to ensure that whatever initiative we undertake will directly impact our community. We want impact that can be measured and seen." Which is how they found Nahla Sherif, a stay-at-home mother whose treatment costs easily crossed Dh100,000. Tigui's challenge to corporates is simple: be honest. "What are you trying to achieve?" she asks. "Are you trying to impact the community around you, or is it just an advertising ploy? Brands need to be more responsible when it comes to serious initiatives like breast cancer awareness, because it's not a 'cool' topic. It's actually killing a lot of us women, so campaigns need a proper plan to contribute in a meaningful way."
Speaking of planning, there's a challenge to consider for brands looking to get involved. "Getting the relevant permits can be a bit complicated, so planning is very important," says Tigui, who advises getting a start at the end of the first quarter, at least.
One of the key entities driving the conversation around breast cancer in the UAE is the Sharjah-based foundation Friends of Cancer Patients, who may be best known for their pan-UAE Pink Caravan initiative. While they work for the cause throughout the year, over the course of this month in particular, they typically collaborate with about 50-60 organisations to get their message out to a wider audience. "The most successful campaigns we see are the ones with a huge driving force among staff and clients - and those that aren't just one-offs," says programme executive Haya Merai. "It really works in a brand's favour to think of different ways to engage with their community - to show customers they're dedicated to the cause and that it's not just PR (public relations)." Whether the focus is on fundraising or spreading awareness, Haya notes that they have the resources in place to help brands figure out what would work best for all.
She too urges companies to not only get involved - but stay involved. "October is when everyone remembers the cause. But cancer doesn't sleep - and it's often a struggle for us to remind people that this is a disease we should be concerned about throughout the year." Perhaps, this is most evident by the response to their Pink Caravan Ride initiative, a 10-day event that sees over 150 equine riders joining forces with volunteers and mobile clinics to travel the seven emirates, spreading awareness. The event takes place around March every year, but while very successful, she notes the message still doesn't get the kind of traction it does during the month of October.
There are those who feel that the glaring spotlight on breast cancer is actually taking away from all the other forms of cancers out there, and while the hope is that we will soon have more informed discussions about all types of cancers, Crystal Worthem also notes that the pink cause cannot be highlighted enough. "It sounds corny, but until we've totally eradicated breast cancer, I'm not sure it'll ever be enough. People care so much about it now because some organistations stood up for the cause. And we will continue to shout about it till we can change the current stats."
Effective CSR is about creating shared value - for both the business as well as the community. So, don't just ask people to paint their nails pink or wear pink. Think beyond pink. Make these campaigns count.
Take the test
If you haven't already gotten yourself checked, don't miss these free screenings, courtesy Pink Caravan, happening across
the UAE:
. Marasi - October 24-25
- Women-only yoga class: 4-5pm
- Mixed class (men and women) - 6-7pm
- Screening booths open from 4-10pm
. JBR, Rimal sector The Walk - October 27-28
- Screening booths open from 4-10pm
- Kids' activities will include face-painting, crafts, ribbon-making, balloon-bending and colouring
- Nail Station by The Nail Spa to provide pink manicures

karen@khaleejtimes.com