WWE has agreed to flex its muscle to promote the Susan G. Komen’s fight against breast cancer for a third year.
The company’s platforms — including its TV show, mobile apps and social media feeds — will go pink, starting today, as part of a “Courage Conquer Cure” campaign that kicks off during “Monday Night Raw” on USA Network.
As part of the effort, WWE’s talent will wear apparel that’s co-branded with the Susan G. Komen foundation, with 20% of all retail sales for T-shirts and other merchandise made through WWEShop.com and WWE’s live events going to the organization. In addition, 5% of all other WWE merchandise sold will be donated, while consumers also will have the opportunity to make donations upon checkout.
Merchandise includes special “Keep Calm and Never Give Up” T-shirts inspired by John Cena, “Support the Twins” T-shirts, and pink Hulk Hogan “Hulkamania” T-shirts.
Komen also will be featured during WWE’s “Total Divas” reality series, on E!, and the org will be promoted on WWE’s announcer table during events, its entrance ramp and ring skirts, while the middle ring also will be turned pink.
The effort includes three public service announcements that WWE has produced featuring its talent.
The campaign will continue through National Breast Cancer Awareness month.
“Breast cancer affects everybody,” said WWE chief brand officer Stephanie McMahon. “It doesn’t discriminate against who it attacks. With over 13 million weekly viewers, we have an incredible platform to spread the message of awareness.”
The support for Komen comes as WWE is seeing its female fans growing, with over a third of its audience now made up of women.
“It’s an opportunity to educate women,” said McMahon, whose mother-in-law is a breast cancer survivor. “Early detection is what helps the cure work.”
Over the past two years, WWE has raised $1.2 million for the Komen foundation, with the relationship starting in 2012 with the “Rise Above Cancer” campaign that also has funded free mammograms through mobile testing units that it calls “mammovans” at its live events to benefit the underinsured.
The relationship with Komen was initiated by Cena, who has had family members affected by cancer.
“He thought about the importance of it on his fanbase and wanted to support his fanbase,” McMahon said.
In fact, Cena has been one of Komen’s biggest supporters, spending hours at the organization’s events to meet with survivors and their family members.
Susan G. Komen is the world’s largest nonprofit funder of breast cancer research. Since its founding in 1982, Komen has funded more than $804 million in research and provided $1.7 billion in funding to screening, education, treatment and psychosocial support programs in more than 30 countries.
“WWE has made a tremendous commitment to women and men facing breast cancer, not only in October during National Breast Cancer Awareness month but all year round,” said Komen president and CEO Judith A. Salerno, M.D., M.S. “WWE’s partnership has raised funds for Komen’s research and health programs, and helped us reach millions of people with potentially life-saving information about their risk for breast cancer. We’re deeply grateful to our friends at WWE and their fans worldwide for their commitment to our mission to end breast cancer forever.”