Moms and soup - they go well together, so breast cancer awareness is a natural fit. But one has to admire the efforts that the Susan G Komen Foundation and others have brought to the issue of breast cancer, that have transformed the disease that few would publicly talk about, to a platform for marketers and charities alike.
I was speaking to one nonprofit executive who told me that charities are all looking for that idea that turn a cause into a cultural bookmark. Think of those yellow Live Strong bracelets that Lance Armstrong made famous. Charities are constantly challenged to find new ways to connect people with their issues, often with small budgets and staffs to support their efforts.