“…“pinkwashing” — the use of breast cancer by corporate marketers, in which companies promote their products with claims to donate a percentage of proceeds to the [breast cancer] cause.” –Wikipedia
When individuals or groups of people support a worthy cause, it is not uncommon for them to feel that they have given their charitable contribution to a trusted organization whose interests are vested in the causes they claim to support.
Susan G. Komen recently partnered with none other than Kentucky Fried Chicken (KFC), to promote “Buckets for the Cure (www.bucketsforthecure.com).” Don’t worry, they didn’t forget to target Latinos; the campaign is available in its Spanish counterpart, “Cubetas para la Cura” (www.cubetasparalacura.com).
The long standing, attractive pink campaign, has been successful with hundreds of companies marketing the pink ribbon and pink products, for two decades. Now, KFC patrons can delight in purchasing pink cubetas (buckets) so their fried chicken purchases can also contribute 50¢ to Susan G. Komen’s breast cancer campaign. As of the date of this blog post, KFC’s net raised is $3,107,988 and their goal is $8 million.
With all due respect to KFC fans and Komen Cure supporters, Susan G. Komen’s campaign is an insult to anyone who understands the consequences and severe health complications that arise from eating way too much fast food. Today’s average American is aware that our country’s obesity, cancer, and heart disease rates are in large part due to fast food chains that use harmful chemicals to mass produce their food to feed billions of people. There are studies that suggest that some of the very chemicals found in these foods are linked to several types of cancer, namely noting that frying the chemical starches found in KFC’s Original Recipe chicken at high temperatures, create acrylamides, toxic chemical by-products of cooking that are believed by many health experts to promote cancer (www.naturalnews.com).
I first learned of the Cubetas para la Cura ad through a friend who posted his reaction to it on Facebook, then saw the TV ad run on Univision. KFC’s ad can be viewed at http://www.kfc.com/promos/commercial_pinkbucket_hisp.asp
With ads such as Cubetas para la Cura, one might think Komen may in fact be out to inflict -rather than- cure a serious disease or set of diseases. The Komen campaign is communicating to both its English- and Spanish-speaking audiences that regardless of the cost of health risks to its consumers, the point is that you simply contribute to Komen.
When contributing to a charitable organization, do campaigns such as “Cubetas para la Cura” raise a red flag for you? If your answer is yes, you can use your voice as a donor to let the organization in question know how you feel about their marketing efforts and be sure to support your letter with facts, such as the date and time the ad was seen, images if possible, as well as refer to concrete information (research studies, press releases, etc.). Let them know how their efforts shape your decision to support a REAL cause.
On the other hand, if your answer is no, you may want to do your research so you can make an informed decision about your monetary contribution to a charitable organization. You may also consider requesting an annual report and learn more about where the organization spends the majority of its fundraising dollars.
Monetary donations are given de buena fé, but let’s be mindful of the health risks that Komen is exposing us to …y Cuídate, Latino!
by Jeanelle Roman
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