“Ladies & Gentlemen,
I would like to start the next topic with “Price Tag” by Jessie J. Here your flight attendant Ms Sugar speaking.”
“Komen ain’t about the cha-ching, cha-ching”
KOMEN, the world largest breast cancer organisation did the three NOT ACCEPTABLE acts according to Bellesouth (2012). First of all, they supposed to provide timely help for those who are needed. Yet, (1) they do not allow others using the term “FOR THE CURE” by get them into trouble with lawsuit. Second, (2) they commercialise people’s compassion into their own benefits. Lastly, as a larger pink washer, (3) they are irresponsible! As Bellesouth (2012) mentioned KFC “Buckets for the Cure” campaign, it is ‘funny’ that their purpose supposed to ask people aware of breast cancer, but why fried chicken? That’s why KOMEN is aim about the cha-ching, cha-ching!
Lubitow and David (2011) urged to raise money and awareness it is always better to tie in a product or a brand. An individual always remember something better that tying with the human sensation, such as to see, hear, smell, taste and touch (Schiffman, G & Kanuk, L 2010). It is a good idea to use products like KFC to enhance the effectiveness of cause marketing. However, like the examples given by the scholars above, something that actually benefit to the society are turning into drawback for many people. We always heard about water pollution, air pollution and noise pollution. Instead we called Pinkwashing (click it for definition), I prefer to called PINK POLLUTION!
Lubitow, A & Davis, M 2011, ‘Pastel Injustice: The Corporate Use of Pinkwashing for Profit’,Environmental Justice, vol. 4, no. 2, pp. 139-144, viewed 10 April 2013, http://www.northeastern.edu/nejrc/wp-content/uploads/Pastel-Injustice_LubitowandDavis_EJ-20112.pdf
Bellesouth 2012, Why you should have boycotted Komen by now, viewed 10 April 2013, http://bellesouthblogs.com/boycottkomen/
Schiffman, G & Kanuk, L 2010, Consumer Behavior, Pearson, New Jersey.