Friday, October 23, 2009

Showing our support

As you probably know, October is Breast Cancer Awareness Month.

As a Social Issues Marketing agency, we wanted to show our support in a creative way. So, after some brainstorming, Cause Loop (Acart's employee-run corporate social responsibility committee) decided that we'd have a "wear a pink bra to work day" to raise awareness among our colleagues, clients, and social networks.

So here I am, typing this blog in my office in the tender embrace of a 42D pink bra.

In the spirit of viral campaigns like that by MTV's Aliya Jasmine Sovani, we wanted this to be a celebration of compassion and awareness for and of breast health, rather than a sad occasion.

We thought our modestly clothed brassiere approach would be a little less controversial, but in promoting the event internally we got some cautionary feedback from a few colleagues who felt our silly focus on ladies' underthings could offend some cancer survivors — or family and friends living with the loss of a loved one from the disease. Those of us who chose to participate mean no offence to anyone; but if any is taken, please understand that our hearts are in the right place.

Another question is why we are pushing for "awareness" of an issue that is high on the radar, rather than soliciting funds. We are actually taking donations in the office, and encouraging everyone who sees this to donate to the cancer charity of their choice. However, as social marketers we wanted to give something special from Acart's key resources: our creativity, commitment, and compassion.

The facts:

This year, an estimated 22,700 women will be diagnosed with breast cancer and 5,400 will die of it. (An estimated 180 men will be diagnosed with breast cancer and 50 will die of it.)

One in 9 women is expected to develop breast cancer during her lifetime and one in 28 will die of it.

Most women who develop breast cancer have no risk factors other than simply being a woman and getting older.

So enjoy these pictures. There are more on Facebook. We'll also be releasing a video of our exploits next week. Laugh at us, or laugh with us. But we're happy you took the time to think about an important issue that isn't going away.

And most importantly... mothers, sisters, daughters, aunts, nieces, wives, lovers, friends: Take care of your breasts. Check in on their health. And stay well.

Donations can be made at the Canadian Breast Cancer Foundation, the Breast Cancer Society of Canada, Rethink Breast Cancer, or anywhere else you find worthy.


  1. I have a friend who's a male breast cancer survivor -- I appreciate that you mentioned that, as well, even though it's much less common. Men don't usually think of checking for lumps.

  2. Jennifer Innocente: Great job Acart. Anything that brings attention to the fact that 104 women die each week from breat cancer. In Windsor they went one step further. Men and women paraded downtouwn in bras with signs to get women to think about their breasts and getting screened.