The Pink Campaign Hits Home
by: Lindsay Pieper

            October marks the beginning phases of fall foliation, transforming leaves into magnificent oranges, yellows and reds. October also marks the phases of Breast Cancer Awareness Month, transforming the local store shelves into displays of symbolic blacks, whites and pinks.

            Across Montgomery County, local stores are joining the national crusade against breast cancer, seeking to raise awareness and money through various pink products and displays.

            "I've seen pink everywhere, in almost every store. You can definitely tell it's Breast Cancer Awareness Month," said Blacksburg resident and Target shopper Brenda Whitesell.

            The Target located on Conston Avenue in Christiansburg offers an assortment of pink products designed specifically for Breast Cancer Awareness Month.  When shoppers enter through the red sliding glass doors, the first display in view holds pink bags of M&Ms, pink playing cards, pink hope charms and pink sticky note pads.

            "Target is taking an active role in the Breast Cancer campaign," said Tim Moeller, Target's Executive Team Leader of Guest Services. "One hundred percent of the (net) profits from our pink merchandise go to breast cancer awareness.

            Target's campaign, "Target Pink," offers a variety of products, ranging from apparel to umbrellas. According to Moeller, every time a shipment of Target's pink T-shirts arrives, the displays are "wiped-out" almost immediately.

            Along with products exclusively designed by Target, the store offers various items involved in the national breast cancer quest.

            For example, for every 14-ounce pink bag of M&Ms sold, the company is donating 35 cents to the Susan G. Komen foundation, and 50 cents for each 21.3-ounce pink bag sold, with a minimum donation of $250,000. In Target's battery section, pink Energizer Batteries speckle the brown, black and silver display.  The Energizer limited edition batteries also support the Susan G. Komen Breast Cancer Foundation, guaranteeing a minimum donation of $350,000.

            In the musical section near the front of Target, the department houses a variety of customized pink electronics, including an MP3 player, digital tote, fm/am clock radio and armbands. Target also offers the "Power of Pink" C.D., included in the Target Pink collection, with tracks from Evanescence, Avril Lavigne and Mandy Moore.

            "This is our exclusive five dollar C.D. for Breast Cancer Awareness Month," Moeller said.

            The local Hallmark Gold Crown store located in the New River Valley Mall also offers an exclusive C.D. to help raise money for the cause, titled "Stronger than Before," by Olivia Newton John. The store promises to donate $2.00 of the retail price to the Susan G. Komen Breast Cancer Foundation. Customers can find the C.D. in the pink display located in the center of the store, along with other pink merchandise, including Beanie Babies, Angels of Grace, necklaces and Cards for the Cure, a means of making donations directly to the Susan G. Komen Foundation.

            Also located in the New River Valley Mall, Lady Foot Locker created the Limited Edition Awareness Collection to raise money for breast cancer research. For every T-shirt or cap sold from the collection the store will donate $5 to the American Cancer Society and for every jacket $10.

            "We just got the display in last week, but I think people are definitely motivated to purchase these items because of the donation to the breast cancer cause," said Victoria Morales, a Lady Foot Locker employee.

            Morales said that while the items in the Limited Awareness Collection are popular, the one dollar donation cards available near the cash register are the biggest seller. Each one dollar card is a one hundred percent donation to take action to help stop breast cancer.

            Situated between the mall and Target, Wal-Mart also shelves an assortment of pink products created for Breast Cancer Awareness Month. A "Pink Stuff" display located in the accessories section donates a portion of the net proceeds from the items - pink ribbon caps, antenna toppers, lanyards, bracelets, fanny packs and umbrellas - to breast cancer research and patient care.

            "I have a pink breast cancer awareness bracelet that I bought here because I thought it was a good cause," said Blacksburg resident and Wal-Mart shopper Leigh Rogers.

            Younger Wal-Mart shoppers can enjoy the pleasures of the customized pink and black Next Girls Power Climber bike or the warmth of a Marcus Brothers' Fringed Fleece Blanket Kit while simultaneously supporting breast cancer awareness.

            In Wal-Mart's food center, certain grocery products added pink to their labels. As a national sponsor of the Susan G. Komen Foundation, Special K Bars present a "Promise in Action," providing customers the opportunity to donate and receive a pink bracelet. A limited edition Better Homes and Garden Cookbook altered the traditional "red plaid" to pink, also showing support for the Susan G. Komen Foundation. The book added a special 64-page pink section, providing healthy recipes and breast cancer info. Better Homes and Gardens also promised a minimum donation of $250,000 to the Foundation. In Montgomery County, pink has flooded the stores.  And according to Moeller, the flooding has successfully fulfilled the goals of Breast Cancer Awareness Month.

            "We've definitely seen an increase in the sales of the pink products.  I think people are more inclined to purchase these items because of the good cause," he said.