The NFL is expanding its breast cancer awareness platform during the month of October.
Since 2009, the NFL has turned the field, cleats, players and stadiums pink each October to raise awareness and funds for breast cancer screenings and education in partnership with the American Cancer Society. Starting in the 2017 season, teams will be able to choose its own cancer charity and cause to support during a three-week period in October.
Anna Isaacson, NFL VP of social responsibility, told Monday Morning Quarterback, “It’s a balancing act,” when asked if this is a start of a trend. She continued, “We have seen a lot of success in having focused, strategic campaigns. Focusing on one cause, fundraising for it, bringing it to life, choosing a message, spreading word among our fans. We are committed to that. But we are also committed to making sure the voice of our clubs are heard and making sure the voice of our players is heard.”
Much of this was spurred by Devon Still’s very public campaign to raise funds and awareness for children’s cancer as a result of his daughter’s diagnosis. Last year, Still visited NFL headquarters to discuss potential campaigns aimed at raising awareness for social causes close to a player’s heart. The league knows it has the largest number of fans and a huge following through social and digital media avenues. As a result, the league must empower its players to use their platform to improve communities. While players and the NFL may not be able to raise as much money as one would expect, the awareness piece is crucial in order to spur conversations and get the general public involved and aware of the many issues in our world.
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