One brand wants consumers to swap their pink ribbons for blue jeans this National Breast Cancer Awareness Month.
On Thursday, the American Cancer Society (ACS) and denim retailer Buckle launched a campaign encouraging consumers to don denim for a worthy cause.
To kick off breast cancer awareness month, the two companies are hosting Denim Days to raise cancer-fighting funds when consumers from participating companies, schools and other groups swap their usual attire for dressed-down denim. Funds raised through the campaign will support critical programs that offer patients transportation to treatment facilities or a free place to stay for those traveling away from home for treatment. Campaign proceeds will also benefit groundbreaking cancer research.
The Denim Days campaign is just one way that Buckle is supporting cancer-awareness causes. The denim retailer will donate 20 percent of proceeds from sales of T-shirts with “Unite to Fight” stickers over Oct. 1-22 to ACS. And Buckle will donate $1 for each pair of full-priced jeans from a participating brand during that period.
Consumers can visit the ACS website to register a team, engage on social media with the hashtag #ACSDenimDays, and follow their team’s fundraiser page.
ACS’s Denim Days has raised more than $98 million for cancer research and patient support since the program launched in 1996.
Buckle, which operates 449 retail stores in 42 states, was selected as a partner for its wide appeal as a denim destination for young men and women and its dedication to philanthropy.
“Buckle believes that good business begins with great people, doing good things,” Dennis Nelson, president and CEO of Buckle, said. “Our partnership with the ACS gives us the opportunity to foster a deeper connection with our guests, teammates and the communities we serve as we unite together to support this campaign.”