Think Pink: Think Cure

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Debbie Kirkland was diagnosed with breast cancer in 2002. Kirkland is in remission, but says money for research is still essential.

"If we had more research to tackle the problem of breast cancer and find a cure for it maybe we'd have a few more survivors."

That's one reason companies are using cause marketing. Companies sell products and then give some of the money from the purchase to breast cancer research.

Michelle Malloy, a consumer, said, "As they are regulating how the money is used, it seems like it is a very effective way to get the idea out there and to raise some money as well."

If you stroll down the aisles of many stores you will find a variety of products displaying little pink ribbons and labels explaining that some of the proceeds will be donated.
The products range from yogurt to golf clubs and even video games.

Millie Schroeder likes the idea and said, "Funds are short for everyone and if you can purchase something you need and also help a good cause, I think it's a great idea."

That idea seems to be working for many companies. Some stores say their shelves are emptier than normal. Survivors hope "Think Pink" will turn into Think Cure.

Other items in the "Think Pink" campaign are BMWs, cosmetics, and even kitchen appliances.