MAKING PINK PERSONAL


Cause Marketing: Cause Marketing is the art of combining your commercial brand with a non-profit issue. Cause marketing campaigns have years of history and range from relatively superficial tactical partnerships, to long-term, strategic alliances that penetrate deeply into business and nonprofit organizations.

The pink ribbon is everywhere, and everyone knows what it means. It serves as both an important reminder and a great example of marketing a cause. But is it enough for close-to-home cause marketing?

Botany Town Centre is taking the pink ribbon a step further this weekend, with the Pink 4 HER2 charity event. Organized by Skip For Life, the event aims to raise awareness and funds for New Zealand women that are HER2 (an aggressive form of breast cancer) positive. The Herceptin treatment required to treat HER2 positive patients costs $70,000 to $100,000 for a year, so financial help is often necessary.

Local students initiated the event, which features New Zealand singer and performer Jackie Clarke. With so many local factors, this event is sure to capture the hearts of the shopping center’s community.


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