Highland Spring’s text-to-support breast cancer promotion
Popped to Waitrose to get a bucketload of Highland Spring this afternoon. The packs have gone all pink in support of breast cancer — they’re encouraging people to ‘text pink to 83338′ — as these paragraphs from their site detail:
Highland Spring unveils a limited edition “hint of pink” bottle and on-pack to mark Breast Cancer Awareness Month in October. This is a first for the company and will be available throughout October to mark Breast Cancer Awareness Month.
Four million ‘hint of pink’ bottles will be produced as part of Highland Spring’s three year Pure & Natural fundraising campaign through which the company has helped to raise over £316,000 to date for Breast Cancer Care.
Available in the 1.5 litre single bottles and 6 x 1.5 litre multi-packs the ‘hint of pink’ bottles will feature the iconic pink ribbon symbol and will encourage people to text to donate to Breast Cancer Care. Each text costs £1.50 (plus standard network charge) with an average donation of £0.90 to Breast Cancer Care and in return they will receive a pink ribbon download to their mobile phone.
For an interesting twist on the topic of the “pinking” of breast cancer awareness, there are two articles I link to from my website, http://www.honestmedicine.typepad.com, that I think you might like to read.
To access these two articles, please go to the links on the left side of my site, and look under “articles of importance.”
1)”Welcome to Cancerland: A Mammogram Leads to a Cult of Pink Kitsch,” by Barbara Ehrenreich. A classic.
2)”Chemo Concession” (contains some surprising information about the chemotherapy industry)
Both articles will give you another perspective on the “think pink†phenomenon. I hope you will find them informative. Thanks very much for giving them a look!
Sincerely,
Posted by Julia Schopick on October 11th, 2006 at 3:49 am.Julia Schopick
http://www.honestmedicine.typepad.com