The NonProfit Times - September 15, 2008 - (Page 6) SHOCK AND AWE Continued from page 4 artists and others donate their time and talents. Campaign price tags can range from no cost at all to a few thousand dollars for media placement, such as running billboard ads in Times Square, said McGraw. Sex appeal can sell, but PETA uses it to raise awareness. McGraw said that clicks on the Web site videos spiked when actress Eva Mendez posed in the “I’d Rather Go Naked Than Wear Fur” campaign. McGraw said the “fluffy” marketing drives people to PETA’s Web site, where consumers wanting to learn more about animal cruelty can watch graphic informational videos on animal testing and meat factories that are anything but fluff. Nonprofits can use softer approaches to address hard-hitting issues. Take the color pink. Pink traditionally doesn’t inspire power, but millions of women fight a strong battle under that color. Each year more than 211,000 American women are diagnosed with breast cancer, according to the National Cancer Institute at the U.S. National Institutes of Health. Some breast cancer awareness nonprofits want to increase early detection and are using different techniques to target younger audiences. Rethink Breast Cancer, a Toronto, Canada-based charity, teamed up with sponsor Schick Quattro for Women to launch the Booby Wall, an interactive online gallery where women can post pictures of their breasts. The Web site promotes Rethink’s “Touch. Look. Check.” (TLC) early detection program for breast cancer awareness. The wall launched in January after a test run this past fall at the L’Oreal Fashion “We needed to do something a little bit more provocative,” said Alison Gordon-Farber, Rethink’s marketing and communications director.“I think that there are a lot of messages put out there. We needed to break through the clutter” and have Unconventional images help people rethink gun violence. Week and National Women’s Show in Toronto.Women lined up to take pictures of their breasts in the Booby Booth, an enclosed space, to upload the pictures straight to the Web site.The Booby Booth will be traveling across Canada in consumer shows this year to promote the TLC program and the Booby Wall. women take control of their breast health, she said. “The objective needed to be about the TLC program and not just about pictures of breasts,” said Gordon-Farber, who said the site targets a Web-savvy audience.“We don’t have a million dollars, so this is a great way to engage women.We thought it was done really well.” Leigh Hurst from Middletown, Pa., doesn’t have millions of dollars either, but she did have her humor. Hurst told friends to “feel your boobies” after she discovered a breast cancer lump when she routinely checked her breasts for irregularities. “Messages out there weren’t reaching us or getting our attention,” said Hurst, who was 33 when she was diagnosed. She decided to put her mantra on 100 T-shirts and gave them to friends.Three years later, the Feel Your Boobies Foundation has sold more than 10,000 T-shirts targeted at women younger than 40 and has branched out to bags, magnets, bandannas and key chains sporting the “Feel your boobies” tagline.The merchandise sales – with shirts priced from $25 to $30 – and donations sustain the awareness program. Annual revenue hit nearly $150,000 in 2007, with donations accepted only since July. “I’m targeting a group of women who don’t have breast cancer and don’t think they have to check,” said Hurst. She thinks the “sexy, funny” campaign message “creates a conversation” that promotes selfhealth awareness instead of taking a clinical approach to breast cancer. “It’s important not to just look like a cute T-shirt,” said Hurst, who ran the message on an aerial ad at the New Jersey shore this summer. “It provokes a message to help you start a behavior to save your life.” NPT 6 SEPTEMBER 15, 2008 THE NONPROFIT TIMES www.nptimes.com http://onemilwaukee.org http://www.grantprofessionals.org http://fundraisinginfo.com http://www.grantprofessionals.org http://www.nptimes.com
Table of Contents Feed for the Digital Edition of The NonProfit Times - September 15, 2008 The NonProfit Times - September 15, 2008 Shock And Awe Makes An Impression That Familiar Feeling Lessons From 'Lenny' Grab Attention of Millennials Contents Protected From Whom? Information Sharing Donors Want More Briefs Diversity Recruitment Calendar Catholic Fundraising Guide NPT Jobs Resource Directory The NonProfit Times - September 15, 2008 The NonProfit Times - September 15, 2008 - Lessons From 'Lenny' Grab Attention of Millennials (Page 1) The NonProfit Times - September 15, 2008 - Lessons From 'Lenny' Grab Attention of Millennials (Page 2) The NonProfit Times - September 15, 2008 - Contents (Page 3) The NonProfit Times - September 15, 2008 - Contents (Page 4) The NonProfit Times - September 15, 2008 - Contents (Page 5) The NonProfit Times - September 15, 2008 - Contents (Page 6) The NonProfit Times - September 15, 2008 - Contents (Page 7) The NonProfit Times - September 15, 2008 - Contents (Page 8) The NonProfit Times - September 15, 2008 - Protected From Whom? (Page 9) The NonProfit Times - September 15, 2008 - Information Sharing (Page 10) The NonProfit Times - September 15, 2008 - Donors Want More (Page 11) The NonProfit Times - September 15, 2008 - Briefs (Page 12) The NonProfit Times - September 15, 2008 - Diversity Recruitment (Page 13) The NonProfit Times - September 15, 2008 - Calendar (Page 14) The NonProfit Times - September 15, 2008 - Calendar (Page 15) The NonProfit Times - September 15, 2008 - Catholic Fundraising Guide (Page 16) The NonProfit Times - September 15, 2008 - Catholic Fundraising Guide (Page 17) The NonProfit Times - September 15, 2008 - Catholic Fundraising Guide (Page 18) The NonProfit Times - September 15, 2008 - NPT Jobs (Page 19) The NonProfit Times - September 15, 2008 - Resource Directory (Page 20) The NonProfit Times - September 15, 2008 - Resource Directory (Page 21) The NonProfit Times - September 15, 2008 - Resource Directory (Page 22) The NonProfit Times - September 15, 2008 - Resource Directory (Page 23) The NonProfit Times - September 15, 2008 - Resource Directory (Page 24)
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