October is an outstanding month for health. The fight against breast cancer monopolizes a large part of the conversation, especially in the field of marketing and communication, and materializes in initiatives that seek give visibility to the cause. This year the invitation to self-exploration is a prominent issue in the brands’ messages, as evidenced by the initiatives of the sales platform Veepee and from the Ecuadorian bookstore Spanish Bookstore.

A card game to make breast cancer visible

On this occasion Veepee collaborates with the Spanish Association Against Cancer (AECC) and other local associations through fundraising and donation. To do this, it has created “One gesture, two results”, a Memory style card game with the intention of remembering the importance of performing self-exploration techniques correctly and frequently.

Thus, it has developed a website where you can enjoy the game. This proposes to find pairs of cards, which correspond to four scanning gestures: press, palpate, observe and pinch. With each pair successfully joined, offer a brief explanation about how to perform the gesture and its importance in detection. For each game that users play, Veepee will donate one euro to the AECC.

In addition, it will also make donations. As it has pointed out, it has joined its 66 collaborating brands to donate one euro for each order to certain associations in each country: Spanish Association Against Cancer (Spain), Ruban Rose (France), Pink Ribbon (Belgium), Pink Ribbon Deutschland (Germany) and Fondazione AIRC per la Ricerca sul Cancro (Italy).

He points out that donations will be used to support research and innovation projects in prevention and treatment. Last year he managed to raise 265,000 euros in this way.

Mandalas to educate in self-exploration

For its part, Spanish Bookstore has created “The mandala boob”, a book of mandalas to educate on how to correctly carry out self-exploration. Thus, it collects 80 different designs to learn how to take the exam in a book that, as they explain, is designed to illustrate four specific movements. The initiative has been worked on together with the Paper agency.

In this sense, the book is a visual guide that conveys instructions on self-examinationmaking it easier for women to learn and repeat processes effectively. In addition, it helps relaxation and, therefore, better assimilation of the process; and also empowers through artistic experience.

“Each page of the book combines the meditative art of coloring with detailed instructions on how to perform a breast self-exam, making this important health habit easy to learn and remember.”; they comment from Librería Española. The bookstore A percentage of sales will go to the Poly Ugarte Foundation organization.

The debate about marketing and breast cancer

Both initiatives are a reflection of how, when the month of October comes, the brands They devote their efforts to contributing to the fight against breast cancer through different activations and initiatives that raise awareness and raise funds, while highlighting their social commitments.

However, its involvement in this public health problem has been sparking an ethical and moral debate for years. As we analyzed a month ago from reason.Whyhe scrutiny of consumers towards brand commitments is increasing, and accusations of pinkwashing and positions that demand more transparent and non-profit participation.

The most critical voices point out that some brands capitalize on the suffering of patients and demand a month of Scientific, transparent and demanding Octoberand not so linked to simple communication actions. Along these lines, some consumers negatively value the fact that fundraising is done through a percentage of sales and encourage companies to make direct donations.

On the other hand, there are those who consider the linking of brands to be positive, since their reach, impact and presence in society and the economy make them powerful vehicles for transcendent messages like this one. They also highlight the important volume of funds raised for research through its initiatives and appeals.