The Red and White Ball, a benefit in support of Rethink Breast Cancer, stands out from other charity events with its sassier, slightly rebellious approach to brand messaging. The ball, which transforms breast cancer prevention, detection and treatments into a youthful cause, will celebrate its 10th anniversary this year, on Friday.
But, in a crowded charity marketplace transformed by the in-your-face Movember marketing campaign, Rethink Breast Cancer sets itself apart from other causes by playing to its strength – youth.
With smartphone apps, a vibrant Twitter presence and risqué-named, fun events bustling with young professionals, like the Booby Ball, Rethink is looking to change the face of breast cancer, to prove it is not just an older women’s disease.
“Let this his hot guy show you how to give your breasts some TLC.”
“We’ve been pretty consistent in our focus, and identifying a goal of reaching a new audience of our target market of 19 to 35-year-olds,” said MJ DeCoteau, executive director of Rethink Breast Cancer. “We may not have the money to take out ads on billboards, but if we can get 70, 000 people to download our health care app, Your Man Reminder, that’s how we can reach out and get two million [views]; sending our message to help women become breast aware at an early age, or every age, even.”
After seeing her mother and grandmother battle the disease, DeCoteau got the idea for Rethink Breast Cancer when she noticed all of the promotional materials had a, “65-year-old woman on the cover.”
And this year’s Red and White Ball pushes the Rethink mandate one step further. Moving away from the pink ribbon, the ball “deconstructs pink,” and instead asks attendees to wear the eponymous colours to the annual cocktail soiree.
“We know how to turn our party people into donors, and trying to get them to think about their charity strategy in ways that cater to them, not their parents,” said DeCoteau.
Friday’s Red and White Ball boasts an open wine bar for the first two hours of the event – courtesy of YellowTail – a candy bar, a Twitter request system for the DJ, and even a QR code-friendly photo wall. How hip, indeed.
Between the ball, and the documentary Pink Ribbons, Inc, breast cancer is a sexier cause than ever.
Dalia Naami, the ball’s event chair, first attended the Red and White Ball as a participant in 2010. To her, the party is not just a great opportunity to fundraise and support young people affected by breast cancer, but it is also a must-attend networking event for young professionals.
“It’s the alternative to going out to a bar on a Friday night; you get the same feel with your friends, but for a good cause,” said Naami. “[Young people] don’t think about diseases, we think we’re invincible. We go to the doctors but we don’t check our breasts, it’s important to maintain your health, and this is an organization that believes in that, and fun, too.”
The event is so much fun, in fact, that it is nearly sold out. Actually, the event is such a hit, that it has sold out almost every year. With the 10th anniversary of the ball on the horizon, and sponsored tie-ins with Notable.ca, less than 100 tickets remain, at a cost of $60 each. All proceeds from the Red and White Ball will be donated to Rethink Breast Cancer.
Obviously.
“It’s a cool charity, I have to admit,” said Naami. “When do you see a charity that really speaks to your age group, that really puts a lot of time and energy into planning an event that not only helps, but entertains? It’s amazing.”
Tickets for the Red and White Ball are available at www.redandwhitetoronto.com. Follow them on Twitter at @RedWhiteTO and @rethinktweet.
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Joanna Adams writes for Toronto Standard. Follow her on Twitter at†@nowstarringTO.
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