Cat Nap for the Cause

By Gayle Sulik, on October 19th, 2010

“Support the fight against breast cancer, simply by taking a nap!” If only we’d known it was that simple.

Actually, it’s not that simple. Deep down we know that too. But cause marketing campaigns excel at helping us to forget reality. They use the cause of breast cancer to capitalize on emotions and good intentions.

The moment we think about it, it’s obvious. I love my cats. In fact, my big gray cat sleeps in the in-box on my desk as I work. There’s nothing like a completely relaxed, sleeping fuzz ball to melt my heart and remind me of what’s important in life. Purina’s kitty has the same effect.

And then there’s the ribbon. It’s just as pink as the kitty’s soft little nose and toe pads, and is further color coordinated with the word cause. There is an immediate connection drawn between the innocence and vulnerability of the kitty and the cause of those diagnosed with breast cancer who are also blameless and exposed. Komen’s new logo provides the pink ribbon seal of approval. What’s not to like? In fact, joyful agreement is what the campaign counts on. If you want to pledge money indirectly to Komen through Purina, you may do so only after clicking the pink ‘like’ button: “Just like us and you’ll be able to pledge!” It’s the price of admission. So far 139,741 people have clicked the like button.

It’s that simple.

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Anna

October 20, 2010 at 6:59 am

I think this pretty much sums up how lazy our consumerist society has become when it comes to charitable acts. So someone only has to “Like” Purina via Facebook. Let’s see who’s really benefitting here. Facebook gets detailed data on the “Likers” so that it can sell more targeted advertising space for all manner of products e.g. cat products, general pet care, health care services and products, pink-ribbon tat, other cause-related tat, and goodness knows what else. Purina gets a nice uptick in sales of cat food because everyone feels good about purchasing their pink pet food, and they get pretty effective advertising for the bargain price of $150,000 (I believe they are donating $2 for every “like” up to $150,000). After Komen takes their slice of the $150,000 for overhead, how much do we think is actually going to help ERADICATE breast cancer and help people like me ? Seems like the benefits to the company’s involved, are a LOT more than the $150,000 it’s “costing” Purina, and once again my illness is the bargaining tool. Where’s my benefit ???

Carissa

October 23, 2010 at 12:39 pm

I can understand the frustration with having breast cancer….For cat lovers this is just a cute little way to help a cause we feel is important. Susan G. Komen helped one of my dearest friends overcome cancer. The cause isn’t useless. Shouldn’t you feel the same way?

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Pink Ribbon Blues

Cat Nap for the Cause

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