"Corporate Sponsorship of Social Causes: The Case of Pink Ribbon Campaigns"
last update: 20151224
Corporate Sponsorship of Social Causes: The Case of Pink Ribbon Campaigns
This paper examines the possibilities of extending corporate sponsorship to the field of social causes,
referring, in particular, to the case of pink ribbon campaigns. The campaigns aim to raise awareness of early
recognition of breast cancer and have been conducted in places like America and Europe from the beginning of
the 1990s. This paper focuses on the campaigns from the viewpoint of corporate sponsorship and points out
three examples of methods for encouraging corporations to participate in such campaigns. First, the pink ribbon
itself, as the symbol of the campaign, plays an effective role in transforming the negative image of breast
cancer. Second, some campaigns combine consciousness raising about the serious problems of breast cancer
with an attraction like a sports event, an art competition, or a round table talk with famous people. Third, the
Pink Ribbon Festival, which has been conducted in Japan from 2003, has an centralized infrastructure that
makes it easer for corporations to join the campaign and effectively coordinate their activities. This paper
concludes that serious social issues can be treated through corporate sponsorship if the methods of raising
consciousness about social causes and pooling corporate resources can be attractively redesigned.
Keywords: Social contribution, Corporate sponsorship, The awareness raising of early recognition of breast cancer, Pink Ribbon Campaign, Social causes