by Lisa Lyons
Consumers will have plenty of opportunities to “think pink” in recognition of National Breast Cancer Awareness Month, as companies offer a number of special-branded products in stores this October. In one promotion at locations nationwide this fall, Paper Mate® will support City of Hope by offering a special-edition, pink-ribbon FlexGrip Elite pen.
For each of the pink-ribbon pens sold, Paper Mate will donate 10 cents to City of Hope for breast cancer research, education and treatment, up to a total of $100,000. The pens are currently available through office products catalogs but will be promoted in stores starting in late September.
The promotion is linked to an ongoing “Write for Hope” sweepstakes in which consumers are invited to pen their own personal “Note of Hope” and submit it through electronic mail for a chance to win a $500 donation to City of Hope in their honor.
The notes can have a profound effect on those recovering from the disease. A touching and emotional missive from City of Hope cancer survivor Tom Keilty about his late wife Ruth’s own struggle with breast cancer appears on the “Note of Hope” page on the Paper Mate Web site. The essay conveys how much written encouragement meant to her during that difficult time.
Aline Loustaunau, assistant director of development in cause-related marketing, feels the sweepstakes boosts the promotional launch in October. “The sales of the pens present an extra way for us to engage consumers in their personal commitment to raise money for City of Hope,” she said.
Mike Albertini, Paper Mate brand manager, added: “We are proud to align with City of Hope to encourage support of breast cancer research as well as to solicit inspiring stories that can be shared by all on our Web site. This promotion is part of Paper Mate’s overall giving strategy to improve the quality of our customers’ lives in myriad ways.”
The campaign is so beneficial that Paper Mate expects to renew the program in 2007.
Details of the sweepstakes and the special promotion are available through the “Write for Hope” link on the Paper Mate Web site, www.papermate.com.