The View turns pink to aid American Cancer Society

ATLANTA: October is National Breast Cancer Month, and the American

Cancer Society (ACS) is pouring on the PR to raise awareness of the

disease.



The national office of the $800-million nonprofit is calling this

year's efforts "unprecedented." The ACS is divided into largely

independent regional divisions that are often responsible for their own

PR, but this year the national office is running a single nationwide

campaign consisting of partnerships, events, and advertising in an

effort to grab the country's attention.



The centerpiece of the campaign is a partnership with ABC and its

morning magazine show The View. Instead of drinking from their signature

mugs during October, the female hosts will be drinking out of pink mugs

(pink being the official color of breast cancer awareness) adorned with

the ACS and The View logos. The mugs can be ordered from ABC.com and

sent to friends, where they will arrive with literature about breast

cancer risks.



The ACS will also be contributing content to the show, beginning with

last week's mammogram by Meredith Vieira, one of the show's hosts.



Also for the first time, the national ACS office will be coordinating a

national advertising campaign for its annual "Making Strides Against

Breast Cancer" events. These are walkathons held throughout the country

at the end of the month. A record total of 83 are being held this

year.



The ACS is also in contact with the recently crowned Miss America, Katie

Harman of Oregon, who has claimed breast cancer as her signature

cause.



Greg Donaldson, national VP of corporate communications, said the talks

were still in the very early stages, and it was unclear what, if

anything, would come of them.



Not everything is full steam ahead at ACS, however. According to Beverly

Butler, VP of marketing and communications for the California division,

several October initiatives have been called off in light of the events

of September 11. Plans to work with different cities on turning water in

park fountains pink and plans to ask restaurants to turn some of their

food pink have now been abandoned as being "too frivolous" for the

current national mood.



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