Avon and the Marketing of Breast Cancer

By claire |

 

avonwalk_logo1Like the PRODUCT (RED) campaign,  the Avon Breast Cancer Crusade is a cause marketing model that has met great success by using innovative strategies to advocate for a relevant cause.  Avon  a leading provider of women’s health and beauty products started their crusade against breast cancer in 1992 and has remained one of the most powerful examples of cause marketing today.

 Since its inception, the campaign has raised over $585 million in funds that have been disbursed over 50 countries.  These funds help programs with initiatives in:

lidsl1 By selling Pink Ribbon branded products, hosting yearly breast cancer walks in cities around the world, and establishing registry tribute funds , the Avon Breast Cancer Crusade has stayed at the forefront of the battle against breast cancer.

Avon de-mystifies the disbursement of its funds (and thus builds consumer trust and brand loyalty) by allowing users to search for its grants by year and geographic location and making financial reports readily available on its website.

 Avon has also established the Avon Foundation Breast Cancer Center at Johns Hopkins,a leading hospital for breast cancer research and treatment that offers a variety of programs, including a volunteer team of breast cancer survivors to support and educate current patients.

The Avon Breast Cancer Crusade chose to brand its products with the Pink Ribbon that has become synonymous with breast cancer. The Pink Ribbon was created in 1991 by the Susan G. Komen foundation in partnership with Yoplait’s Lids for Life cause marketing campaign.  By teaming up with a well-known cause and branding their cause with a color (like PRODUCT (RED)) Avon has created a  positive association that consumers are familiar with.  Using innovative and strategic marketing tactics to mobilize and educate about a cause that directly affects their target demographic, Avon has been able to make a world of difference in the fight against breast cancer.

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