Do you have a family member who strives to make people understand the importance of early detection? If so, Yoplait® and Susan G. Komen for the Cure want to know about them. On September 19, both organizations announced the search for the 2008 Yoplait Champions, ordinary individuals doing extraordinary things in the fight against breast cancer. The search compliments Yoplait’s sustained commitment to the breast cancer cause through their signature Save Lids to Save Lives® program, and is a way to connect influencers to the breast cancer issue.
Every individual effort matters in this fight and select women and men across the country are proving to be true champions of the breast cancer cause in their communities. Nominees must have a strong commitment to the breast cancer cause and have made an impact on others’ lives or the community. Nominations are open between now and November 6, 2007 at www.yoplait.com.
“We want to bring together women and men who are helping others get through breast cancer through their actions and kindness,†said Camille Gibson, Vice President of Yoplait. “It is an honor to connect these intelligent and persevering minds, to help them exchange ideas and increase their potential to assist others. We hope the Champions’ stories will inspire women and men across the country to take action.â€
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Posted by vgachi57
As much as I applaud the effort to make a larger portion of society aware and react to the fight against breast cancer, seeing a corporation encourage consumers to collect specially marked caps and lids (essentially proofs of purchase) seems like a devious marketing ploy.
As kids, we saved up Koolaid and Betty Crocker points from lids and box tops of popular snack products for cheap plastic souvenir type “prizes”. The big corporations profited because consumers had a secondary goal for purchasing their products and thus consumers generated more sales while questing to obtain that elusive “limited edition” digital watch. Now, the efforts have turned towards a more noble cause, but the process is still the same.
In addition to generating sales, this process allows the marketing division to gather regional usage statistics as I’m sure that each tag also contains a unique code that defines which flavor of yoplait the lid originated from.
I am by no means against the fight for breast cancer or the subsequent benefits this program serves to provide. I’m just remarking that their goal may not be as pure as their press release makes it out to be.
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Posted by BEAUTYY
I really have to say that the one thing that truly touched me through this article and the Yoplait Champions’ website were the positive bright smiles on each of the 25 champions who of most are cancer patience themselves. You can see it in their eyes how true their smiles are! This positive energy is so uplifting that to me, it’s not even about the cancer anymore but it’s about the happiness these people are receiving through family and friendly support regardless of whatever the cause, it’s about the happiness of support.
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Posted by jon
I think beautyy’s point is well-made - it’s really about the end-point here. Breast cancer is such a devastating disease, both because of its prevalence and the emotional/psychological effects of therapy. Personally and professionally, I’ve seen this disease at all levels - those who have it, those undergoing treatment, families who’ve lost a loved one due to it, and survivors of it. And it’s amazing to see the sheer look of triumph and pride in the eyes of those survivors - it’s like talking to war veterans. The more people we can get to reach that level of happiness after this diagnosis (whether through cure or simply through support), the better - at least, that’s how I feel.
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