Pink is Everywhere!
Talk about successful brand awareness – October is National Breast Cancer Awareness Month. If you look around, from the grocery store to your office coworkers, you will be sure to see pink. Who better to benefit from this wildly successful effort than those fighting to cure cancer. So, what can we learn from them? Viral marketing works. Take a good idea, keep the message simple, test the market and then don’t be afraid to think big.
The Pink Ribbon campaign began with the Komen Foundation’s 1990 Race for The Cure held in Washington DC. The Komen Foundation handed out pink visors randomly to the 8,529 walkers. Some participants wore pink ribbons. A year later, in 1991, Komen distributed pink ribbons to every participant in it’s New York City Race for The Cure. As from this year, the pink ribbon became the symbol for breast cancer awareness, first engaging a national magazine and then enlisted notable public figures and corporations to become involved. Today, it is fashionable for people of all ages, women and men, to wear pink during October.
Now with the culture of social media such a brand awareness effort is much more accessible. It all starts with a good idea. Then let Covenant help craft the tools to engage the online community to become your brand ambassadors. It’s good to have friends!
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