Cause marketing and promo products relationship is only getting stronger

Promotional products have long played a vital role in sustaining the awareness and increasing support for a variety of cause-related initiatives. From the ubiquitous breast cancer ribbon to the yellow LIVESTRONG bracelets, promotional products are key in carrying the message of these causes to the masses.


This is more evident than ever with the variety of pink products that help mark the beginning of National Breast Cancer Awareness month each year. For more than 20 years, October has been entirely dedicated to increasing awareness, celebrating survivors and remembering those who lost their battle with cancer. First introduced as a grassroots call to action in the 1990s, the program has since gained traction, visibility and support through the tangible and visible effects of pink products, which have also been key in funding research. The type of products supporting this cause range from simple pink ribbons to athletic apparel and water bottles and have become globally recognized symbols for the ongoing fight against breast cancer.

“Promotional items have been extremely important to the breast cancer awareness push,” says Carrie Glasscock, Susan G. Komen senior manager of corporate relationships. “Not only are they essential for fundraising to find a cure, they are also key to spreading life-saving messages to audiences we might never reach without them. With the help of promotional items, it has finally become okay to talk about breast cancer.”

Further demonstrating the power of promotional products in cause marketing is the longevity of the practice itself. In 1917, yellow ribbons were first referenced as part of a military marching song and are still used today to show support for troops deployed around the world.

However, the promotional products industry’s relationship with cause marketing now stretches far beyond ribbons to many other notable causes. Nonprofits are among the Top 10 largest industries to both purchase and use promotional products according to a 2009 study conducted by Promotional Products Association International (PPAI).

Lance Armstrong’s LIVESTRONG wristbands took the topic beyond those immediately impacted by cancer, as the bracelets became a popular, fashionable accessory with everyone from teens to celebrities. Similar results have been seen for red promotional products used in American Heart Association’s Go Red campaign, as well as the Global Fund to fight AIDS, Tuberculosis and Malaria, also known as the (Product) RED Program. Additionally, the NFL unveiled a campaign called “A Crucial Catch” for the 2009 football season, where all players, coaches and referees wear pink apparel, such as socks, cleats, wrist bands and hats, during games throughout the month of October in an effort to bring awareness to the cause. All apparel worn at the games will be placed on auction where proceeds will benefit the American Cancer Society.

“We are very proud to have a long history working with cause marketing clients,” shares Margie Price, MAS, president of Premiums Plus Inc. “We know that these products help support our customers’ very important messages, whether for fundraising or educational awareness, while also allowing people around the world to show their support for causes close to their hearts.”

As the only advertising medium proven to engage all five senses, awareness ribbons and other promotional products provide a means of educating audiences. They are also the only medium by which a message can be personalized to reach a diverse but specific group, while providing a tangible, visual reference for repeatedly calling to mind a message. A recent PPAI study also revealed that 76 percent of respondents that had received a product within the past 12 months could recall the name of the brand on the product.

The use of a branded ribbon has become a key component of virtually every major cause marketing campaign and can be found in every color of the rainbow, including puzzle-themed ribbons for autism, grey ribbons for diabetes, gold ribbons for childhood cancer, and even periwinkle ribbons for pulmonary hypertension or high blood pressure. Among some of the other most sought after cause-related promotional products are pens, buttons, wristbands, calendars, apparel, bags, drinkware and office accessories.

“Promotional products are an essential element in the marketing mix because they effectively serve as definitive campaign symbols, educating the public, fostering hope and often assisting with fundraising efforts,” explains Sherri Lennarson, MAS, PPAI board chair. “Adding a specific message to a product offers a tangible and lasting marketing experience for the audience and a proven and reliable means of communicating those messages for different causes around the world.”