According to the website, by purchasing pink items in the NFL Shop, fans can "support the fight against breast cancer with pink NFL breast cancer awareness gear." Of course, there is a huge difference between supporting "awareness" and donating money to research. In the case of the former, most of the money ends up in the pockets of billionaire NFL owners.
When we contacted the NFL's online shop for clarification, we were told 5% of the sales are being donated to the American Cancer Society. If the pink products have a typical 100% mark-up at retail, that means the NFL is keeping 90% of the profit from the sale of Breast Cancer Awareness gear.
And then consider that only 70.8% of money the ACS receives goes towards research and cancer programs. So, for every $100 in sales of pink gear, only $3.54 is going towards research while the NFL is keeping approximately $45 (based on 100% mark-up)
Heck, there was even a documentary film made to counter the pink ribbon sham:
That the money-obsessed NFL may be profiting off cancer is certainly repulsive enough, but what these kinds of campaigns do the notion of charity in our society may actually be more damaging. There's a term for it: cause marketing. And it has nothing to do with making a concerted effort to solve a serious problem:
Not surprisingly, the appeal of TV sponsorships is emotional, not rational. “Only 10% of respondents believed that sponsorship has informed them about a brand or has been thought provoking.” The same is true of cause marketing, which at its most basic level is transactional. “Do you want to donate a dollar to help a sick child?” It’s not meant to educate, inform or change the way you think about a company. It’s meant to make you feel. If you want thought provoking watch PBS. Appeals to the head should never be mistaken for matters of the heart.
When you wear your officially-licensed pink product, you are not really doing anything to cure cancer. Rather, you are indulging in a feel-good group moment that is more about social conformity than charity. You can give without giving of yourself in even the slightest way and you can do so without having to even turn away from your trivial pursuits for a moment:
Do these programs raise money? Keep a Child Alive has raised over $40,000 through mobile donations during Alicia Keys ‘As I Am’ tour. During her concerts, Alicia Keys dims the house lights, plays a clip from her ‘Alicia in Africa’ film, and asks concertgoers to pull out their cell phones and text ‘ALIVE’ to 90999. So far, over 8,000 donations have been made.
Where does the money go? And does it do any actual good? Who cares? Alicia's on to the next song.
Perhaps most disturbing is the rank hypocrisy of the NCAA. Now that March Madness is here, we will hear multiple riveting accounts of the late Jim Valvano's tragic battle with cancer. Coaches Against Cancer will be highlighted. Pink sneakers on the sidelines will be recalled. All brought to you by the official sponsor of March Madness:
There’s no better time than the fury of NCAA March Madness for Coke Zero to introduce the next iteration of its Enjoy Everything campaign. Titled, “It’s Not Your Fault,” Coke Zero debuts its new integrated marketing campaign during NCAA championships.
The campaign takes a lighthearted and comedic approach to say that with Coke Zero you can Enjoy Everything in life. “It’s Not Your Fault” also celebrates guys-being-guys. The Enjoy Everything campaign has evolved on the notion of owning quintessential guy moments of bonding and camaraderie, from sports and entertainment to humor, gaming and music.
“We’re talking to men more overtly with ‘It’s Not Your Fault’,” said Pio Schunker, SVP and Head of Integrated Marketing Communications, North America Group. “We’re positioning Coke Zero as a defender and celebrator of guy enjoyment.”
Excuse me for looking past the NCAA's crocodile tears over Jimmy V and focusing on this:
Acesulfame-K (acesulfame potassium) or Ace-K
An artificial sweetener used in Coca-Cola Zero®. Acesulfame-K is 150-200 times sweeter than sugar and is a potential cancer-causing agent. Similar to saccharin, Acesulfame-K enhances a beverages’ sweet taste while extending its shelf life. Acesulfame-K failed to meet FDA standards. Acesulfame-K is marketed under the brand, Sunett and is in Sweet One sweeteners.
Enjoy everything in life, sports fans. Don't forget to drink your Ace-K. And, please, please, please, think of the poor cancer victims as you head past the official team store on your way out of the arena.
I have whiplash at the sudden direction change from the pilfering philanthropic culture of guilt to...sweeteners.
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