PR agency rebrands for a day in the name of breast cancer awareness
PR agency BlueChip Communication is to change its name for a day in in a stunt which it says is to raise awareness of breast cancer.
Tomorrow the agency will rebadge itself as PinkChip Communication.
The agency issued a press release quoting MD Carden Calder as saying: “We wanted to help raise awareness of the disease, hence ‘PinkChip’. Since floating the idea as a team event, we have been touched by staff, clients and friends who have shared their experiences with breast cancer. Simply by sharing experiences and communicating about the national event can make a small contribution to raising awareness.”
Hands up who wasn’t aware of breast cancer before now?
And hands up who is now aware of BlueChip Communication?
Hands up if you fell for this cynical grab for attention? (That’d be you Mumbrella).
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Sorry to sound cynical, but this sounds like pink washing to me. They are drawing attention to themselves more than anything. Offering your services pro bono might be a better way to help the cause.
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What ever happened to supporting a cause by donating money to it?
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Changing the name only draws attention to the agency not the cause…are they donating a days earnings to a breast cancer charity as well??
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How about you donate the money to Breast Cancer Foundation you invested into this stunt? Or maybe the fee time to a not-for-profit to actually make a difference as opposed to raising awareness of yourself.
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“We wanted to raise awareness of the disease”
Who doesn’t already know about breast cancer?!? Have you been living under a rock?? Please.
Also, perhaps the should have a key message about the disease that they are trying to communicate? Early detection? Raising money to find a cure? ‘Awareness’ is too vague.
This ‘pinkwashing’ that happens every October is so very clearly companies just out to reach their societal objectives… how much money is actually raised to help the people and families who have to go through breast cancer??
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Yes because there is nowhere NEAR enough public awareness of breast cancer.
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Just one day? Seems a bit wimpy. Why not one year?
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This is such tokenism. Shame on you anonymous agency.
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Maybe CornChip Communication is more appropriate.
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Those in the industry may see this as a cynical move, but it looks like consumers are becoming increasingly cynical about pink washing too:
http://www.conecomm.com/beginn.....-marketing
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Thanks for the feedback, I can see why you’d think we’re PR w*ankers. But we’re not.
Yes we ran a stunt – we’re in PR
Yes we do pro-bono work for a range of causes – more than 10% of our profit each year is spent on pro-bono clients
Yes we donate our own money to this and other causes – another 2% of profit cash
I’m proud our team chose to spend their own time and money on this small fundraiser.
BTW the first I heard of these comments (I’m overseas) was from a former staff member expressing similar sentiments to mine. And support for what we did.
I’m not sure what the aim of these comments is, or if there was one.
But it’s kind of sad if it discourages other firms from finding novel (and tongue in cheek) ways of fund raising for good causes.
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