Canadian Breast Cancer Foundation

Thousands of Canadians are touched by breast cancer each year. The Canadian Breast Cancer Foundation is one of the biggest foundations worldwide. Over thousands of volunteers, donors and over 70 corporate partners are supporting this cause to create a future without breast cancer. The Foundation allocates funds to high-quality research across the country.

To begin with, there are many ways to help improve and save the lives of Canadians at risk of breast cancer. Volunteering in the different activities and participating in the ‘’ Run for the cure’’ campaign can be a great way to support the cause. Furthermore, donation and ‘’shop for the cure’’ are the biggest ways our community helps. Many citizens are making a regular or a one-time donation. We see donation boxes pretty much everywhere. After purchasing a product, buyers usually donate the coins that they don’t need. After all, who would want to fill his wallet with heavy coins? The partners of this foundation play a big role. They help the cause by either donating substantial amounts of money or by giving a percentage of the sales of their promotional products. They are part on the ‘’ Shop for a Cure’’ initiative.
The Shop for Cure is a way to help raising money for Breast Cancer while consumers receive something in exchange. When buyers purchase the promotional products bearing the breast cancer’s logo, they show support to the cause. We live in a consumer's world. In our society, consumers are lazy. They like to have things simple and easy without making the minimum amount of effort. For example, Ultramar has been a partner of the Foundation for seven years. Every fall, all the Ultramar gas stations in Quebec support the pink ribbon cause. For each litre of Supreme gasoline sold, Ultramar donates 1cent to the Foundation. Also, donation boxes are set up for customers who want to make an additional donation. Ultramar has raised over $1.5million in its first six years of partnership with the Foundation.
Similarly, Van Houtte is also a partner of the Foundation. Every Canadian buys house made coffee; some of them buy it from their favourite coffee shop. When customers buy a Van Houtte House Blend or a Pink Coffee Blend during the month of October, they are helping the coffee shop to contribute to the commitment to give $50,000 to the Foundation. Everyone needs a Mastercard. Why not have one that can help raise money for breast cancer? The National Bank of Canada is a loyal partner for this foundation. The bank raised more than $2.5 million in six years. The bank donates a percentage of purchases made by Mastercard Allure. When customers use this card, they earn points with the card’s rewards plan. Once again, the buyers give while getting something in reward. Many other companies are partners for the Canadian Breast Cancer Foundation like Laura Secord, Jean-Coutu, Pharmaprix, Archambault, etc. The Foundation itself developed products that can be purchased to help raise money. Products like makeup, clothing, home accessories, jewellery, car accessories, food and many more. Those products can be purchased from their official store website (www.thebreastcancersite.com).
Like seen earlier, the Foundation has developed many marketing ideas that satisfy both buyers’ and sellers’ objectives. It found ways to reach the older and the younger population. The use of young radio stations like Virgin Radio is a good way to raise awareness among teenagers and young adult. This radio station is the instigator of the ‘’Shave to Save’’ campaign which consists to have heads in support the cause in the month of October. Also during the Breast Cancer Awareness Month, TELUS has launched a pink BlackBerry Curve smart phone. For every Pink BlackBerry sold, TELUS will contribute $25 in support cancer research. The Breast Cancer foundation raises awareness around every group of age with their products.
All things considered, the Canadian Breast Cancer Foundation developed great marketing ideas to raise awareness for its cause. They’ve also created longer-terms relationships with their customers. They’ve made sure that we incorporated to help the breast cancer cause in our everyday routine.

Bibliography

Pink ribbon http://www.pinkribbon.org/ Canadian Breast Cancer Foundation http://www.cbcf.org/fr-CA/homepage.aspx Ruban Rose
http://www.rubanrose.org/en