A Cause Worth Marketing For: Power of the Pink 2014

Pink. Every October this color becomes more than just a reflection of all things sweet and feminine. During breast cancer awareness month, pink is survival. Pink is toughness. Pink is determination.

Pink goes beyond just a role in the color spectrum – it becomes a crusade. A “pink” crusade that strives to find a cure against breast cancer, which approximately 1 in 8 women will develop during their lifetime according to

And helping to jumpstart this fight every fall (September – October) is, “Power of the Pink”, a program that truly lives up to its name.

What is the “Power of the Pink”?

Created in 2009 by Sherri Cliffe, president of Cliffedge Marketing, “Power of the Pink” is a cause marketing program that raises support for breast cancer research and awareness.

Through regional support in over 400 Walmart stores and with the help of sponsors such as Kelloggs, Tabasco, Bimbo Bakeries, Mondelez, Pepperidge Farm, General Mills, Kraft, Prestige Brands, Red Bull, Johnson & Johnson, Prairie Farms and Heineken, the program provides various services that seek to improve the lives of women in our communities. When all of these businesses come together to help bring a change and make a difference, it’s truly cause marketing at its finest.

What the Program Includes

Mammography Van Events

Like many health procedures, getting a mammogram may seem scary and for some, inaccessible.

That’s why, throughout the months of September and October, the “Power of the Pink” provides mammography van events at select Walmart locations, essentially bringing the procedure to the patient.

During these on-site visits, women ages 40-64 are encouraged to get screened, and FREE mammograms are available to uninsured and underinsured women that meet specific criteria.

Breast Health Education Booths shares some revealing reasons why we need to increase awareness around this sensitive subject. For example, did you know that in 2014, there were more than 2.8 million women with a history of breast cancer in the U.S.?

How about that a woman’s risk of breast cancer approximately doubles if she has a first-degree relative (mother, sister, daughter) who has been diagnosed with breast cancer?

If you answered no to these questions, you are not alone. Many women admit that they aren’t as informed as they should be about breast cancer.  

With this in mind, the “Power of the Pink” seeks to help close the information gap by providing breast health education booths.

These booths, which are featured at select Walmart locations, are set up to educate women about the importance of regular screenings as well as answer general breast health questions.

Pink CFL Light Bulbs

Central to the “Power of the Pink” is the distribution of pink CFL light bulbs.

Throughout the program, consumers are encouraged to join the “pink” crusade and buy a specially marked CFL light bulb at participating Walmart stores.

These are used to light up the night in pink to show their support for breast cancer awareness – a.k.a. “Flip the Switch and Turn on the Power of the Pink.”

Upcoming Events

Pink Up Cape

New this year is an October 1st kickoff event at the Walmart in Cape Girardeau. Teaming up with the town’s “Pink Up Cape” program, the “Power of the Pink” hopes to enhance Cape’s efforts and help them “Light up a Midwestern Town in Pink.”

2014 Mammography Van Events and Breast Health Education Booths

Tues, Sept 23 Breast Health Booth 1301 East Highway 24 Moberly, MO
Tues, Sept 23 Breast Health Booth 12801 Kansas Avenue Bonner Springs, KS
Thurs, Sept 25 Mammo Van Event 2250 Lincoln Avenue Charleston, IL
Fri, Sept 26 Breast Health Booth 401 N. Burkhardt Road Evansville, IN
Fri, Sept 26 Mammo Van Event 2201 Michigan Avenue Arnold, MO
Sat, Sept 27 Mammo Van Event 475 S. Davy Crockett Pwky Morristown, TN
Mon, Sept 29 Breast Health Booth 490 Greenway View Drive Chattanooga, TN
Mon, Sept 29 Mammo Van Event 3315 S. Campbell Ave Springfield, MO
Tues, Sept 30 Mammo Van Event 1112 Nashville Pike Gallatin, TN
Tues, Sept 30 Mammo Van Event 2071 N. Main Street Canton, IL
Wed, Oct 1 Breast Health Booth 1640 South Galena Avenue Dixon, IL
Wed, Oct 1 Breast Health Booth 419 Highway 52 BYP W Lafayette, TN
Wed Oct 1 Breast Health Booth 2300 Sycamore Road DeKalb, IL
Thurs, Oct 2 Breast Health Booth 768 S. Jefferson Ave Cookeville, TN
Thurs, Oct 2 Mammo Van Event 1980 Freedom Pkwy Washington, IL
Fri, Oct 3 Breast Health Booth 373 South Illinois Avenue Oak Ridge, TN
Fri, Oct 3 Breast Health Booth 4224 N. Prospect  Street Decatur, IL
Fri, Oct 3 Breast Health Booth 2591 12th Street Carlyle, IL
Sat, Oct 4 Mammo Van Event 1414 Parkway Sevierville, TN
Mon, Oct 6 Mammo Van Event 401 River Road E. Peoria, IL
Fri, Oct 10 Mammo Van Event 407 No. State Street Desloge, MO
Sat, Oct 18 MammoVan Event 1701 Aroy Drive Washington, MO
Fri, Oct 24 Mammo Van Event 108 Kyden Dr. Marshall, IL

The Goal of the Program

While the “Power of the Pink” may have many components, its goal is clear: help save lives.

In a country where breast cancer is so common, it is important for women to stay informed about their health.

Death rates from breast cancer have been declining over the last few decades thanks to early detection and cause marketing like this that gets the issue in front of the public. Cliffedge Marketing is proud to spearhead this amazing, fulfilling program and appreciate everyone’s help in driving breast cancer awareness home and saving lives in the process!

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