#CMweekly: NFL A Crucial Catch

Company: NFL
Cause: Breast Cancer Awareness
Partner(s): American Cancer Society
Website: http://www.NFL.com/Pink

Program of Action
The National Football League (NFL) and NFL Players Association kicked off A Crucial Catch campaign by partnering with American Cancer Society to promote breast cancer awareness. The third annual breast cancer screening reminder and fundraiser commits to making a difference in breast cancer prevention by encouraging women 40 years or older to schedule a mammogram screening. NFL has teamed up with multiple corporate partners and official licensees that brand pink from the field to consumer merchandise.

Best Practices
You might initially wonder why the NFL cares about Breast Cancer. Some would suggest that it makes more sense to choose a disease that affects its male fan base, like prostate cancer. However, approximately 79 million female fans account for 44% of its fan base – a number and audience they want to continuously expand to.

This October, the NFL expands to their targeted audience by providing easy online access for women to sign up for a mammogram – a proven early detection and screening tool that decreases breast cancer death rates. The NFL could take this one step further by measuring and promoting how many women sign up for mammograms through their site, revealing the impact their campaign truly has on breast cancer awareness and prevention.

Moreover, American Cancer Society does a good job of engaging NFL fans with a fun way to fundraise through pledging to donate a dollar for each point their favorite team scores on game day. Although, they could make the fundraising page more effective if fans were aware what their donation amount provides (e.g. the dollar amount that provides one woman a free mammogram).

Program Outcome
Each year A Crucial Catch is engaging and attracting more fans, which enabled the NFL to donate more than a million dollars to the American Cancer Society last year. In addition, all pink game equipment (e.g. gloves, cleats) are auctioned off at the NFL auction website to generate additional donations for American Cancer Society. So, in honor of pink season and A Crucial Catch, keep score and donate here!

Make sure to check back next week and join our conversation as we highlight how coupons can help children’s education!

Your CM Aficionados,
Amy and Kassie


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