Hanes Launches Passionately Pink for the Cure®

For all of those marketers thinking about building a cause sponsorship campaign these days (and there are a lot!), Hanes recently launched Passionately Pink for the Cure (R), which might prove to be a good case study of integrated activation. The partnership includes a celebrity and apparel tie-in with TV star Sarah Chalkey, a slick new website, a print campaign, text to donate capabilities, PSA's and on-site race day activation at Race for the Cure(R) events with Sarah Chalkey, among other activities.

A recent Performance Research study revealed that 41% of consumers believe that sponsorships of nonprofits and causes should increase to raise opinions of corporate America, compared to 13% that felt sponsorships of sporting events should increase.

Many times, event and cause marketing, go hand in hand with events lending expanded media reach and new channels for raising awareness, while cause provides the unique emotional hook. This is nothing new, but a collaboration that we'll likely see more of given the shifting viewpoints towards sponsorship.