Here where I live, we have reached the part of the summer that my sister calls 2 bra weather (as in about half way through the day you’re sticking to the first one), it is seriously, swelteringly HOT. So I was ever so grateful to the self-serving folks at BMW for reminding us that October and National Breast Cancer Marketing Anything In Pink Will Lead To A Cure Month is just around the corner.
This morning while sipping my coffee and perusing the morning newspaper, I came across a BMW ad that invites you to fight breast cancer by test-driving the Beemer of “your dreams” (seriously, isn’t this just what every gal dreams of ??) in return for which BMW will donate–wait for it–$1 to–wait for it again–Susan G. Komen for the Cure. The car shown in the ad is even an odd, call it dark Pepto color.
“The BMW Ultimate Drive is a grassroots program that gives community members the opportunity to get involved in the breast cancer movement. For every mile driven during the BMW Ultimate Drive event, $1.00 is donated to Komen, with a guaranteed donation of $1,000,000. Developed by BMW in partnership with Komen, a fleet of specially badged BMWs crisscross the country visiting participating BMW Retail Centers. The drive will start in February and continue through December 2008, inviting consumers to get behind the wheel and help contribute to the breast cancer movement.
Upon completion of every drive, each participant adds his or her own name to the Signature Vehicle, which becomes a living memorial to those who have lost their battle against breast cancer and a sign of hope and inspiration to others fighting the disease.”
And why you ask do I have a problem with this. Because there is a link between auto emissions and breast cancer. Until such time as BMW launches a campaign to reduce those emissions, they should be boycotted for such cynical, self-serving marketing. You can send them a message here.
As for Komen, BMW is one of their corporate sponsors so I wouldn’t look for them to be speaking out about this little conflict of interest any time soon. But you can write to them here :-)