Retailers Rally to Support Breast Cancer Awareness with Store Brands

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October 4, 2011

Kroger is committing $3 million to breast cancer awareness and featuring breast cancer survivors and employees on store brands packaging to drive awareness of the disease throughout the month.

October is breast cancer awareness month and the time when retailers step up fundraising, make donations and promote all things pink.

Kroger’s annual Giving Hope a Hand campaign kicked off Sept. 25, and features 53 associates who are breast cancer survivors on marketing materials and custom packages of national and Kroger store brands products. The women share their survivor stories on the packaging of select items sold exclusively in Kroger's stores. The program includes 1,600 items in specially marked pink packaging.

By the end of the year, Kroger will have donated more than $18 million to support breast cancer research, education and services since the program began in 2006.

But Kroger is hardly alone. Target introduced a collection of pink cosmetic brushes from Sonia Kashuk, make-up artist, breast cancer survivor and name behind one of Target's longest running exclusive brands. Fifteen percent of all sales will go to the Breast Cancer Research Foundation.

Earlier this summer, The Walmart Foundation awarded The American Cancer Society a $2 million grant to set up community health advisors in underserved markets. The grant provides $300,000 to increase access to breast cancer screening for African American women in three communities – Jackson, Miss.; Minneapolis, Minn.; and Portsmouth, Va. In addition, 30 communities across the country will each receive $30,000 grants to support existing community health advisor programs for breast and colon cancer screening.

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