Brace Yourself for Pink Overload

You probably know Product Red, Bono's campaign to raise money for the Global Fund to Fight AIDS, Tuberculosis and Malaria. You know it because Gap, Apple, and Motorola poured over $100 million in advertising. But according to the Stanford Social Innovation Review, the campaign only raised $18 million worldwide. Writer and public service professor Mark Rosenman called it an "example of the corporate world aligning its operations with its central purpose of increasing shareholder profit, except this time it is being cloaked in the patina of philanthropy."

We're just a few days from October, and corporate marketeers are pulling out their fundraising campaigns. And this time they're pink. Pink toasters. Pink camera and printer combos. Pink dog leashes. Even pink Ford Mustangs.

It's called "pinkwashing" or "pink nausea", when corporations try to boost sales by turning their products pink in the fight against breast cancer. But will your pretty pink purchase really have an impact? Here are some questions to ask before buying pink:

Know your Donation
How much is "a portion" of the proceeds? And where are these proceeds going? Products should have clearly written, transparent information about how much they are giving to what charity. Also look to see if there is a cap on giving; your purchase may not contribute anything to the cause if you're shopping after the cap has been met.

Know the Product
It would be ironic to purchase a pink product that actually contributes to the cancer epidemic. Breast Cancer Action, a clever and progressive activist organization, calls out such products like the Pink Mustang which emits cancer causing carcinogens in their exhaust. Some cosmetics and chemical-based products have also shown links to cancer.

Know your Alternatives
Even if pink is your favorite color, consider donating directly to an organization. Breast cancer survivor Pam Stephan writes about five maximum impact organizations that spend more on support that they spend on administrative costs or fund-raising. Here are the top five, by the percent of their funds used to support the cause:

Breast Cancer Research Foundation - 91.5%
Living Beyond Breast Cancer - 83.7%
National Breast Cancer Foundation, Inc. - 80%
Breast Cancer Network of Strength - 76.8%
Susan G. Komen Foundation - 63%

Follow Halle Tecco on Twitter: www.twitter.com/halletecco

Comments

[HalleT - Huffpost Blogger]

HuffPost's Pick

Hi Julie,

The (RED) statistics came directly from the Stanford Social Innovation Review article:

"That’s why corporations spent more than $100 million advertising their association with (RED) while raising under $18 million for charity."

http://www.ssireview.org/opinion/entry/the_patina_of_philanthropy/

The article is dated April 11th, 2007, perhaps this is the discrepancy of our numbers.

[Cordua]

Hi Halle -- Unfortunately, that report is wrong.

All of the correct information has always been available on our site and on the Global Fund's reporting site. Unfortunately, not everyone writing articles has done their homework.

Julie

[Cordua]

Dear Ms. Tecco,

We just read this recent post and wanted to make sure we corrected your facts on (RED). The information you presented is simply wrong.

Since (RED) launched in 2006, we have generated more than $135 million for the Global Fund to help support AIDS programs in Africa. 100% of this money goes to these programs, no overhead is taken out and no advertising money is taken out. This money has already supported programs that have reached more than 4 million people affected by AIDS in Africa with testing, counseling, treatment and other support services.

Our partners support their (RED) products with existing advertising budgets that, if not used to support (RED) products, would’ve been used to promote other products that give nothing back. This advertising money does not come out of the $135 million that flows directly to the Global Fund.

(RED) is now the largest private sector contributor to the Global Fund and contributes more than many countries on an annual basis.

Before (RED) was started, business had given just $5M to the Global Fund. In just three years, we’ve increased that more than 25 times. To us, that clearly does add up.

Thank you,

Julie
(RED)
WWW.JOINRED.COM