Shape Magazine
Response provided by Jennifer Alexander, Marketing Director
Q.
Tell us a little about Shape magazine.
A.
Shape is the largest active lifestyle magazine for women in the world, providing trusted wellness information, confidence-boosting beauty and fashion editorial and inspirational steps for positive change in every issue. Shape's mission is to help women create better lives.
Q.
What is Shape's purpose in creating a breast cancer cause-related marketing program?
A.
Shape magazine reaches 6 million women every month. The purpose of our breast cancer initiative, Plates for Pink, is twofold: to raise awareness about breast cancer in order to help women reduce their risk, and to raise essential funds in support of research initiatives that will one day result in a cure.
Q.
Why are Shape's pink products a good match for breast cancer?
A.
As part of our Plates for Pink initiative, Shape has introduced two Pilates workout DVDs in support of the BCRF. One of the most important things women can do to reduce their risk for developing breast cancer is to exercise and maintain a healthy weight. These DVDs not only make a contribution to fund the necessary research, they also help women take an important step toward creating a healthy, cancer-free lifestyle.
Q.
What are Shape's goals for the BCRF campaign?
A.
Through all of Shape's Pilates for Pink initiatives (including the DVDs, our nationwide Pilates fundraiser events in October, and our fundraising program with Shape advertising partners), Shape's goal is to raise $150,000 on behalf of The Breast Cancer Research Foundation with this year's program.
In addition, Shape is devoted to educating women about steps they can take to reduce their risk. In October, our editors feature a 12-page section in the magazine devoted to breast health, and Shape donates over $1million in advertising space to The Breast Cancer Research Foundation throughout the year.
Q.
Why is breast cancer research important to Shape?
A.
Shape magazine is devoted to helping women gain confidence and live healthy, active lives. Supporting research that will one day result in a cure for breast cancer is an effort that is intrinsic to our mission.
Q.
Why did Shape choose The Breast Cancer Research Foundation rather than another breast cancer charity?
A.
Shape chose to support The Breast Cancer Research Foundation because of the charity's outstanding efficiency and extraordinary history of funding research initiatives that truly make strides toward finding a cure. After working with the unbelievably dedicated members of the BCRF staff, who have become our valued partners and colleagues, we thank our lucky stars that we chose the BCRF!
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