As a new twist on their usual National Breast Cancer Awareness Month packaging promotion, Avocados From Mexico is putting money toward helping consumers get mammograms.
For the past four years, Avocados From Mexico has partnered with non-profit breast cancer organization Susan G. Komen to turn “produce aisles pink” in October to help drive awareness of the endemic disease. This year, under the co-branded “Don’t Just Check These: Check Yours” campaign, the partnership includes material help to consumers to actually get themselves checked.
“We’re pledging $30,000 on a national level to help women cover their cost of breast cancer screening,” explained Stephanie Bazan, AFM’s senior vice president of commercial strategy and execution, at a promotion preview event held in early September.
“This is something a little bit different that we’re doing this year, but it’s also really living up to the good cause claim that we’re making on our packaging and all of the materials that we’re promoting around our Susan G. Komen program.”
Consumers will be able to scan the QR codes on the promotional pink bags and be taken to AFM’s online mammography grant application. Through a partnership with Radiology Assist, the company is pledging up to $100 per patient, for a maximum of 300 applicants, to help cover the cost of a mammogram.
While most health insurances cover mammograms as a preventative health measure, if someone has to pay out of pocket, cost can be a barrier to access. Health care prices vary wildly based on location, but healthcare price tracker company GoodRx says the national average for the out-of-pocket cost for a basic 2D mammogram is $400. For a 3D mammogram, which can provide better information, the national average cost is $658.
“Everybody knows someone with either breast cancer in their family, friends, colleagues, etc.,” Bazan said. “It is one of the most common cancers among women in the U.S. So we continue to lean in on that given the importance of the female audience.”
Pink partnership packaging details
The QR code that takes consumers to the mammography grant application form is part of its promotional pink bags this year.
“Our pink bags are meant to bring attention to the cause by standing out in the produce aisle. Our ‘Don’t Just Check These: Check Yours’ is all about awareness and encouraging people to take time out of their busy days to learn about such an important issue,” Bazan said.
The partnership bags will be available to all retailers in the U.S. At the preview event, Bazan pointed out the campaign concept will be on the front, and the back will include a pink grapefruit guacamole recipe.
This year’s partnership also involves AFM donating $100,000 to Susan G. Komen.
“We’re incredibly proud to once again be partnering with Susan G. Komen to support the inspirational work they do, as well as help avocado lovers everywhere stay healthy for years to come.”
