On September 1, Stonyfield launched a new yogurt lid campaign to support nonprofit Breastcancer.org, the world's leading online resource for expert-reviewed information and support on breast health and breast cancer.
On September 1, Stonyfield launched a new yogurt lid campaign to support nonprofit Breastcancer.org, the world's leading online resource for expert-reviewed information and support on breast health and breast cancer. The campaign's goal is to promote better breast health through a planet-friendly lifestyle. Using social media outlets and email, participants are urged to read and share stories about making lifestyle changes as a way to reduce breast cancer risk. To encourage participation, Stonyfield will donate up to $100,000 to Breastcancer.org for actions participants take online.
The lid campaign is part of an ongoing partnership between Breastcancer.org and Stonyfield. Earlier this year, Breastcancer.org launched its Organic Living section, which is part of the organization's global Think Pink, Live Green initiative. The goal of Organic Living is to help people understand how the outside environment affects breast health through the chemicals in food, beverages, medications, and other products they use. Stonyfield sponsored the development of this new section, which provides invaluable information and advice on adopting an organic lifestyle, including steps you can take today to lower your breast cancer risk tomorrow.
The campaign lids will appear on approximately 20 million Stonyfield Organic yogurts and Stonyfield Organic Oikos Greek yogurts across the United States from September 1 through November 30, 2011. The lids will direct consumers to Breastcancer.org where they can read, listen, and watch stories of why and how others adopted an organic diet and planet-friendly lifestyle as a way to reduce their risk of breast cancer. Visitors are encouraged to "like" and share these stories with others through Facebook, Twitter, and email. They can also share their own stories as a way to motivate others and take part in online surveys. Each action generates a "click." Stonyfield has pledged $0.10 per click or $100,000 if the campaign achieves 1 million clicks.
"Stonyfield's lid campaign will provide a double benefit: it gives millions of women the chance to support others facing the challenge of breast cancer by sharing their personal stories, AND it gives them such a meaningful way to support Breastcancer.org," said Dr. Marisa Weiss, president and founder of Breastcancer.org. "Each story shared creates a ripple effect of education and encouragement, bringing us closer to the promise of prevention."
"At Stonyfield, we've seen the power of storytelling through online social sites as a way to both share information and inspire real change," said Gary Hirshberg, president and CE-Yo of Stonyfield. "Given the prevalence of breast cancer, which has hit close to home for me, we wanted to use this powerful force to help people find new ways to lower their risk."
In the United States alone, it is estimated that there were over 250,000 new cases of breast cancer diagnosed in 2010 and over 2.5 million breast cancer survivors. With 1 in 8 women projected to be diagnosed with breast cancer over the course of her lifetime, measures that can help lower a woman's risk of getting breast cancer or having a recurrence is a vital priority to Breastcancer.org.
Source: Stonyfield
