Month: November 2008

by Leona Hobbs

Later this week (Nov. 21 & 22), Rethink Breast Cancer is kicking off Breast Fest, the world’s first breast cancer film festival in Toronto. I had the chance to catch up with Alison Gordon, VP, Strategy, Marketing and Communications to talk about Rethink and Breast Fest.

By the way, we’ve got two passes to each of the Breast Fest screenings on Nov. 22 for OneDegree readers who are passionate about this cause. Details are available at the end of this post.

OD: There are over 175 Canadian registered charities with "cancer" in their name. How does Rethink compete for share of mind and share of wallet?

At Rethink Breast Cancer we are focused on young people who are concerned about and affected by breast cancer. We are the only registered charity that is focused in that way. Twenty per cent of all breast cancer diagnoses are women under 50 years old and it is critical that their unique needs and situations be addressed.

Rethink is also committed to raising awareness and educating young women and men around this cause. This is so important as so many young people are touched by breast cancer and they want to both get information in a way that is relevant to them and be able to get involved in the cause. Our event and programs are created to engage this audience. This really sets us apart.

We are always thinking of new ways to be bold, innovative and entrepreneurial. Fashion Targets Breast Cancer is a great example of how we are thinking differently. The campaign centers around the sale of "target apparel" which is both fashionable (we partner with retailers such as Holt Renfrew and Roots and work with the fashion media community) and is a reminder for women to "target" their breasts. This type of awareness and fundraising campaign is not like any run or walk – it is a simple and relevant way to reach women and men with the important messages of breast health.  (Ed .. See the video from the campaign below)

OD: What trends are you seeing in the Canadian marketplace around charities, giving and cause-related activities?

An obvious trend that has been happening for a few years now is the use of the Internet including social media around charities and giving.  These tools have really simplified the ways that people can contribute to and be a part of the causes that they are interested in and passionate about.

I think it is a great thing that many companies are donating a portion of proceeds for a variety of products to different causes. It really is a win-win for charities, corporate citizenship and consumers who want to support a cause. This trend is growing and we are also seeing companies create their own programs and charities.

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