Mar 24 2011
Too Much Breast?
Upon perusal of Cristalle Lau’s blog, I found that she was talking about Breast Cancer Awareness via putting various names of fruits as your Facebook status. As Cristalle was saying, it was quite ineffective compared to last year’s bra color status. Compared to the Run to Cure Breast Cancer, in association with CIBC, using Facebook to raise awareness for this type of cancer was not very effective as there was much confusion and dissonance associated with the fruit names. CIBC’s Run for the Cure is more well-known, and attracts many consumer segments to participate and not only raise awareness but is also able to raise money to fund research programs.
In my humble opinion, this co-branding works well because more consumers notice CIBC are would be willing to change banks since CIBC supports a good cause. Using Facebook to spread knowledge of this cause was not a good PR tool. Instead, I think the Canadian Breast Cancer Foundation should focus more on marketing tools that are efficient and effective. Although using Facebook is “free”, their efforts are not as they had hoped. They should instead focus all their efforts on this run, which I believe has spread the most awareness for breast cancer.