You know, I want to say anything that highlights the problem of breast cancer is better than nothing. But campaigns like this make me wonder.
DVDs for the Cure promises to donate 50 cents for every sale of one of these “chick flick” DVDs to Susan G. Komen for the Cure. They promise a minimum donation of $250k over a year period, which… I’m no medical expert, but what does that buy? One piece of diagnostic equipment?
This campaign seems to be based on several problematic assumption: that all women who care about breast cancer like these movies (and don’t already own them – they’re all more than a few years old). That only women want to buy something that might help cure breast cancer.
This is not an attempt to help cure breast cancer: this is an attempt to get women to buy stale DVDs they have stockpiled in surplus. They’re using breast cancer as a marketing strategy to appeal to “chicks”.
You want to help cure breast cancer (while promoting yourself)? You put out some new DVDs that are expected to net fantastic profits, and promise some of those profits to research. You include whatever genre you expect will sell well. You put a discreet pink ribbon on the packaging or on the display standees. You do nothing to signal to buyers that this is one o’ them woman thangs, because you want no one to feel excluded. You just want to make money – and share it with a charity.
Nope, sorry. I’m calling bullshit. This is about pawning off unwanted DVDs onto women, not curing breast cancer. If you want to cure breast cancer, do a little research into which organizations are really doing the most good and then send them some moolah directly.