Post by Omnia Elgoodah on Oct 2, 2014 20:57:33 GMT -5
Whoever would have though that body slams and breast cancer awareness would go together? Non profit organization Susan G. Komen has now partnered with World Wrestling Entertainment for October with Breast Cancer Awareness month. The partnership has been ongoing for years, however it has hit its stride in recent years with the help of social media.
Over $1 million dollars was raised in 2012 with World Wrestling Entertainment's campaign "Rise Above Cancer" campaign led by WWE Superstar John Cena. The October campaign uses social media to continue the growth of not only WWE but breast cancer awareness. For example, the ring ropes are changed to the color pink. The ring aprons showcase the collaboration of Susan G. Komen and WWE. And the wrestler's wear pink apparel to the ring all month long. John Cena is WWE's most advertisable wrestler and his apparel sells out almost anywhere. His "Rise Above Cancer" shirt helped boost awareness of the campaign and Susan G. Komen. And since WWE donates 20% of the funds from the customizable "Rise Above Cancer" shirts, Susan G. Komen was able to raise over $1 million dollar.
WWE's use of social media helps the campaign gain traction as they consistently use social media not only throughout the day but on their weekly television programming. By having #RiseAboveCancer hashtagged throughout the show, it helps gain viewer attention. The WWE Superstars and Divas also join in the campaign as well with photoshoots and rallies in support. The colloboration could use more social media use on other platforms besides their contracted television shows but Youtube helps that. The use of Youtube helps the campaign as well because World Wrestling Entertainment uses its Superstars and Divas to tell their own stories with breast cancer. For example linked here is a video of WWE Diva Layla talking about her mother's death to breast cancer. This was a feature for their Mother's Day campaign, "make Mom proud">This allows for personalization and a connection with the fans because this gives awareness to the cause outside of the month of October. WWE promotes videos like these throughout their Twitter, Facebook, website and Instagram.
With October just beginning, WWE has just upstarted another campaign with Susan G. Komen and hopefully it will be more successful. The 2014 tagline is "Courage, Conquer, Cure". Hopefully this slogan will become true one day for breast cancer awareness. And I feel that this collaboration is the step in the right direction.
Over $1 million dollars was raised in 2012 with World Wrestling Entertainment's campaign "Rise Above Cancer" campaign led by WWE Superstar John Cena. The October campaign uses social media to continue the growth of not only WWE but breast cancer awareness. For example, the ring ropes are changed to the color pink. The ring aprons showcase the collaboration of Susan G. Komen and WWE. And the wrestler's wear pink apparel to the ring all month long. John Cena is WWE's most advertisable wrestler and his apparel sells out almost anywhere. His "Rise Above Cancer" shirt helped boost awareness of the campaign and Susan G. Komen. And since WWE donates 20% of the funds from the customizable "Rise Above Cancer" shirts, Susan G. Komen was able to raise over $1 million dollar.
WWE's use of social media helps the campaign gain traction as they consistently use social media not only throughout the day but on their weekly television programming. By having #RiseAboveCancer hashtagged throughout the show, it helps gain viewer attention. The WWE Superstars and Divas also join in the campaign as well with photoshoots and rallies in support. The colloboration could use more social media use on other platforms besides their contracted television shows but Youtube helps that. The use of Youtube helps the campaign as well because World Wrestling Entertainment uses its Superstars and Divas to tell their own stories with breast cancer. For example linked here is a video of WWE Diva Layla talking about her mother's death to breast cancer. This was a feature for their Mother's Day campaign, "make Mom proud">This allows for personalization and a connection with the fans because this gives awareness to the cause outside of the month of October. WWE promotes videos like these throughout their Twitter, Facebook, website and Instagram.
With October just beginning, WWE has just upstarted another campaign with Susan G. Komen and hopefully it will be more successful. The 2014 tagline is "Courage, Conquer, Cure". Hopefully this slogan will become true one day for breast cancer awareness. And I feel that this collaboration is the step in the right direction.