Ralph Lauren launches social media initiative to fight breast cancer
This month, to help fight cancer, American fashion house Ralph Lauren will donate $10 every time someone shares their personal message about wellness, motivation or prevention, with a picture and the hashtag #PinkPonyPromise, on Instagram, Twitter or ralphlauren.com.
Inspired by this summer's viral ALS Ice Bucket Challenge, and the brand's record social-media performance during New York fashion week, the new initiative is a way for Ralph Lauren to get its social-media fans around the world to help stand up against cancer during Breast Cancer Awareness Month.
"We have always used social media to promote good causes," said David Lauren, executive vice president of global advertising, marketing and communications for Ralph Lauren.
The funds will go to the Ralph Lauren Centre for Cancer Care and Prevention and the Memorial Sloan Kettering Cancer Center, with Lauren's goal to reach $1 million in donations in only the first few days.
To take part in the #PinkPonyPromise participants just need write their promise on a piece of paper and be photographed holding it – hoping for the initiative to go viral.