“Making a difference in the lives of women we love.” It isn’t just a tagline to a sales pitch. It’s a real and true exclamation point to Cliffedge Marketing’s Power of the Pink breast cancer awareness program.
While the program does have an in-store component with community partner Walmart, its deeper impact is that it generates funds to benefit local breast health organizations and alleviates some of their burden in fundraising; letting them focus on their true mission of providing breast cancer screening services, breast health education and patient support services.
This year, we had the opportunity to do something different with the program. In addition to being able to bring mammography vans on Walmart parking lots across the country as we’ve done since 2010, we were able to deliver our message to a whole new audience by partnering with the St. Louis Cardinals and supporting Major League Baseball’s initiative to raise awareness for breast cancer and the women affected by it. So on May 8th, Busch Stadium was awash in pink as the St. Louis Cardinals celebrated Mother's Day with Power of the Pink Day at the Ballpark.
Working with the Cardinals Marketing Department, we were able to reinforce their message of support and showcase Power of the Pink on a larger stage. We began by bringing the program to the attention of the fans attending the game by providing 30,000 Cardinals branded Power of the Pink performance t-shirts. We then added a pink theme to every facet of the in-stadium operations: from adding the Power of the Pink logo on every in-stadium display board to coordinating pre-game on-field experiences that included a check presentation and first pitch for a breast cancer survivor. Even the concessions staff got in on the action by wearing pink beads. To hit the message home, the entire stadium ‘went dark’ between the first and second innings, lighting back up in pink to symbolize our efforts in breast cancer prevention and treatment.
Power of the Pink staff handed out breast health information pamphlets before the game at their booth in Ford Plaza and were joined by Theresa Taylor, Outreach Coordinator for the Breast Center at Missouri Baptist, who was on hand with a schedule of free mammography events for the Missouri Baptist Mammography van.
Throwing out the first pitch of the game was breast cancer survivor, Lori Voges, who was chosen through the Power of the Pink’s Survivor Stories essay contest. “It was such a thrill to participate in this event,” said Voges. “To have my family, friends, and all of Busch Stadium rally behind such an important cause was amazing. This experience was wonderful; it was a day I will never forget.”
Lori, along with Power of the Pink Founder, Sherri Cliffe, then presented a $10,916 check to Executive Director of Susan G. Komen of Missouri, Helen Chesnut. “Power of the Pink Day at the Ballpark brought lots of hugs and pride to Lori's family” said Founder of Power of the Pink, Sherri Cliffe. “They all said she knows what the word ‘fight’ means, and for all the fans that were there that day to see our ball stadium lit in pink, it was a time to reflect on what it really means to ‘win.’”
We’re very excited to see where next the year takes Power of the Pink. We are actively pursuing similar promotions with other Major League Baseball organizations and can’t wait to see the impact we can create in stadiums across the country. A HUGE thank you goes out to the St. Louis Cardinals organization for working with us on making this a special day for all of the mothers, sisters, wives, and friends that have been affected by breast cancer.