Major League Soccer (MLS) Launches Kick Childhood Cancer Initiative to Raise Money and Awareness for Charity.
On September 1, 2016, Major League Soccer launched Kick Childhood Cancer, its month-long campaign, to raise awareness and money with the proceeds benefitting Children’s Oncology Group. This year, the program is aligned with Scarftember, which is a social campaign. Sophia Chang the renowned designer, created a special scarf for each MLS club with the proceeds benefitting Children’s Oncology Group. This will help build club affinity and provide a unique opportunity for fans to show support while doing good. Each scarf promotes the fight against cancer with graphics and soccer culture on one side, and club-specific branding on the other.
“The fight against cancer is one the most critical issues we are committed to supporting across our League,” said JoAnn Neale, Chief Administrative Officer, Major League Soccer. “Each year, we aspire to make an even greater impact in this fight by raising awareness and funds. By empowering our fans to join the fight through Scarftember, we hope to make our greatest contribution to Childhood Cancer Awareness Month to date.”
According to MLS, all clubs will recognize and honor children fighting cancer as well as the organizations working to find a cure for the disease. There will also be a patch on all player jerseys and the players and referees will wear Kick Childhood Cancer t-shirts. Finally, each match in September will have gold soccer nets and corner flags to help promote awareness for childhood cancer.
Kick Childhood Cancer is also presenting the opportunity for fans to participate via social media. Throughout September, fans can post images on Facebook, Instagram, and Twitter using the #ScarvesUp hashtag. For each post with the hashtag, MLS will donate $1 to Children’s Oncology Group. This mimics a recent trend of brands and leagues creating social campaigns with a branded hashtag. Fans feel as if they are making a difference by participating in a campaign because money is being donated to charity. The brand or team receives a ton of exposure that is much cheaper than if they had to pay for it. Finally, the charity receives an additional donation that is instrumental for their programming or care. This is a perfect example of a triple bottom line win.
Click here for more details.