JCPenney Gives Breast Cancer the Boot

JCPenney tapped into October’s designation as “Breast Cancer Awareness Month” with a campaign aligning the cause with fall style. The retailer encouraged consumers to “Give Breast Cancer the Boot,” promising a $2 donation to the nonprofit National Breast Cancer Foundation for each pair of boots purchased (up to $250,000) from Oct. 4-14.Facebook and Twitter updates contained photos of boots stuffed into sweaters (to resemble a woman’s chest), while a stop-motion video on Instagram spelled out “Boot” and “Cancer” using tall boots. (See below.)A dedicated website (jcbootsbc.com) plugged the incentive and linked to boots in the e-commerce area of jcpenney.com. The site also encouraged consumers to create personal plans for early detection on NBCF's site. An Oct. 7 email ad touted the incentive while promoting themed apparel from private label Xersion and generic jewelry.Meanwhile, JCPenney is sponsoring breast cancer awareness segments on spokesperson Ellen DeGeneres’ namesake Warner Bros. talk show. Branded props highlight the retailer in segments such as “Aim for the Cure,” a game requiring participants to shoot balloons with an arrow to raise money for the Breast Cancer Research Foundation. Each popped balloon triggers a donation from JCPenney ranging from $100 to $10,000. (See below.)Reviving a tactic from last year, the retailer also devoted its JCP Cares program to BCRF for the month. (See “JCPenney Puts …” in Related Articles.) In-store and online shoppers are asked to round up their receipts to the nearest dollar, with the monetary difference going to the nonprofit. The JCP Cares microsite is showcasing research projects funded by 2012 donations and a video (also used last year) of foundation president Myra Biblowit encouraging consumers to give. DeGeneres is touting JCP Cares on the show throughout the month. On Oct. 1, she gave audience members $100 store gift cards to encourage participation.

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