Contributor: Natasha Fish, London
Last month, all over the world people were supporting Breast Cancer Awareness Month, an annual international health campaign organised by major breast cancer charities every October.
Natasha Fish
Over four weeks these independent organisations hope to increase awareness of the disease and raise funds for research into its cause, prevention, diagnosis, treatment and cure. Charities depend on the support of influential brands and companies as well as the public. While every individual counts, it’s the masses that can make a difference.
There are a great number of annual events here in the UK, organised to provide you and I with an opportunity to have fun with a cause and get active. I myself have participated in Race for Life, a 5k walk, jog or run held in numerous locations all over the country.
Race for Life was previously sponsored by Tesco but this relationship came to an end last month following 10 years of sponsorship. In an article by Marketing magazine, it described this as part of a wider trend that suggests the dynamic between brands and charities is changing.
Whereas brands used to support charities by providing a wodge of money and sitting back waiting for the return, the relationship is now much more complex and strategy based.
Supporting a charity or offering pro bono work is a very visible way of displaying corporate social responsibility – something which is becoming ever more important to consumers. In a piece of research commissioned by 23red, it was revealed that 60% of those quizzed felt an awareness of “a company’s ethics – environmental record, sourcing, sustainable employment policies, etc, affects their decision making”, while 53% said knowing that “the company donates a percentage of profits to charity and good causes” is influential when considering a purchase.
Each of these events could offer brands a great opportunity to display a sense of responsibility and commitment to their employers and consumers lives.
The support a charity receives ultimately comes down to the individual and the type of support they are willing and able to give. Many charities are set up by people who have experienced the pain of a disease or life changing event first hand. Take CoppaFeel! for example, founded by Kristin Hallenga who was diagnosed breast cancer at the age of just 23. Kristin has used her own battle to try and educate young women, whether it be via a tent at a music festival, with tweets, interviews or through engaging Facebook campaigns – she asks for support but continues to give 100% of her own time and energy into building awareness for the disease, and protecting others.
Other people actively organising events to raise funds, like a ’pink’ day or a bake sale and others take part in large organised opportunities to show their support. This is the category I fall under.
This year I took part in the London MoonWalk, a 26 mile (marathon distance) walk that takes place during the night round a planned route in aid of breast cancer. I took part with my mum, aunty and cousin and trained for six months investing in a great pair of ‘high-tech’ trainers. It was the toughest thing I’ve ever done, but was worth it; I supported an important cause and achieved a new personal goal.
Charity and the needs of others is a global tie that depends on the support of everyone that can provide it. But it can be tough when they are all dependent on the same thing; money. It can be hard to financially support everyone in need, which is why charitable organisations depend on brand help.
Life is for enjoying, loving and sharing. And if you chose to walk round in a bra and plastic poncho for 26 miles in the dead of night to show some support like me, then good luck!
Tweet this! 
