Probably the foundation's most interesting and far reaching initiative, the campaign centred around Pink Products, whereby everyday items are created and advertised in limited edition pink, for example Breville's pink Avanti hairdryer and straightener, Dove's pink deodorants and beauty bars, and Mount Franklin water bottles sold with pink lids.
Using their stores as a communication medium, retailers were successful in creating a strong visual impact. The Pink Products immediately captured the attention of many consumers and awareness of the NBCF campaign was achieved. Throughout October, Pink Products were sold in abundance, with a percentage of profits going to breast cancer research. Retailers have commented on the success of these products, saying that in many instances, consumers have bought pink in support of the campaign where given a choice. According to Arnotts, its Tim Tam ‘Pink Wish' products performed "exceptionally well in store," with the majority of items selling within the first few weeks.
Retailers have also played an extensive role in the promotion and sale of pink ribbon items, from the display of in-store promotional signage to the creative merchandising of the pink products. David Jones has cited overwhelming support from their customers in regards to their Pink Ribbon merchandise. Susan Murray, General Manager of NBCF, reports that overall, the Pink Ribbon merchandise has been extremely well received, with retailers running out of merchandise as communities across Australia embrace this opportunity and take NBCF's goals to heart.
The partnership between retailers and the National Breast Cancer Foundation demonstrates how the industry can work together and support important initiatives in our community. The success of this particular campaign depended largely on the level of commitment from retailers who sold pink ribbons and products, and it then required consumers themselves to a make the purchase. These efforts contribute significantly in both the raising of awareness and the necessary funds to keep organisations such as the NBCF active.
National Breast Cancer Month
September 26 marked the official launch of Breast Cancer Month, with Global Illumination kicking off the campaign by bathing famous international landmarks in pink lights. Across Australia, icons like the Sydney Harbour Bridge, Canberra's Parliament House and Melbourne's Federation Square were all illuminated to raise awareness of the importance of breast cancer research. Other exciting events included Porches in Pink, which invited community participation by asking people to purchase pink lights to illuminate their outdoor areas, and the Pink Ribbon Breakfasts, which gave the community an opportunity to celebrate the efforts and achievements of breast cancer research with friends and family. Throughout October, Pink Products were sold across a number of retail outlets and Monday 23 October was Pink Ribbon Day, with all Australians asked to wear a pink ribbon or wristband in support of breast cancer research.
The National Breast Cancer Foundation
The National Breast Cancer Foundation (NBCF) is an independent, not-for-profit community organisation, which exists to support and promote high quality research into the prevention, detection and treatment of breast cancer.
