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Susan G. Komen Unveils “LivePink” Program to Help Consumers This October

National Breast Cancer Awareness Month each October brings an overload of pink products with promises of donations toward the fight against breast cancer upon purchase. But as a consumer in a sea of pink, how can you know that your purchase is really making a difference?

It is often difficult for consumers to discern if the purchases they are making during National Breast Cancer Awareness Month are actually benefitting a charitable organization dedicated to the fight against breast cancer.

To help cut through the clutter, Komen has launched a new program called “LivePink,” this October, helping consumers make smart, informed decisions about how they can ensure that the proceeds from their purchases are making a difference in the fight to save lives from breast cancer. Komen’s LivePink program highlights products and services that help fund breakthrough research and provide critical support for people facing breast cancer today.


To help people become savvy consumers, here are three questions we recommend asking before making a purchase on a product that seems to benefit the fight against breast cancer:

  1. Who is the program supporting?  Is it clear what charity is benefiting from the program?  Susan G. Komen requires all of its partners to clearly state that their program benefits Komen.  In many cases, they will include Komen’s iconic logo on their packaging.
  2. How will the charity use the donation?  It should be clear where the monies go.  Will the dollars generated by the program support research, education, patient support or all of the above?  We are very specific about our programs and our 360-degree approach to fighting the disease.
  3. How is the program structured?  Transparency is key.  Is the company clearly stating how the money is raised and how much will be going to charity?  For example, if it’s a donation per purchase, ask how much of the purchase price benefits the charity.  Is there is a minimum or maximum contribution? Is it a flat donation regardless of sale?  We work closely with all of our partners to ensure all program details are transparent to consumers.

Thanks in part to our corporate partners, and the generosity of consumers who support them, Susan G. Komen is able to fund lifesaving research, advocate for compassionate public policy, offer treatment assistance for patients, provide trustworthy breast cancer information, and ensure patients are supported every step of the way.