Awareness is Key
According to HealthLine.com, Americans over the age of six are aware of breast cancer. They are also aware October is Breast Cancer Awareness Month. For 40-plus years, individuals, non-profits, and many other businesses have in their own way made their support for those who have been in any way affected by breast cancer abundantly clear, mostly through pink ribbon displays and sponsoring fundraising events for the cause.
But even though the number of people who are well aware of breast cancer is staggering, every October the promotions keep coming. Banks, grocery stores, department stores and other retail outlets, etc. are decked out in pink throughout the month. From the White House to the Empire State Building to the Willis/Sears Tower and even the Eiffel Tower are lit up with pink spotlights. But some unique promotions come from fairly unlikely places.
For instance, in the southern U.S., pizza chain Mellow Mushroom is offering ribbon-shaped pretzel appetizers and their own special pink cocktail to not only raise awareness, but also to show support. A portion of the proceeds from these limited-time offerings go to breast cancer non-profits.
In the Midwest, one of the most unlikely places to go all out to display their support for Breast Cancer Awareness Month is a car dealership.
Local Tribute
Smart Motors in Madison has observed Breast Cancer Awareness Month in a bold and eye-catching manner every year since 2010. Anyone looking at the city’s west side night sky has witnessed a brilliant display in the form of a powerful rose-tinted glow. That’s because Smart Motors sponsors a vivid light show in flowing streams of pink in respectful observation of Breast Cancer Awareness Month. This eye-popping exhibit is Smart Motors’ way of connecting with the community in a symbolic, entertaining and meaningful fashion for an exceedingly important cause.
“We are fortunate enough to have a real opportunity to show our support and hopefully inspire others to support the cause,” says General Sales Manager, Justin Jackson. “We know members of our staff and so many of our customers, in some way, have been touched by breast cancer. We want to be part of the cure.”
Jackson says the dealership uses the pink gel lights as a reminder for women to take the time to stay informed, be proactive and schedule their recommended screening tests. Early detection improves one’s chances for survival. The lights also serve to offer encouragement and support to all affected by breast cancer. From survivors and family members, to researchers, doctors, nurses, and supports teams who fight this battle day in and day out.
HealthLine.com says both of these business models are doing what they should be doing. According to their website, “When picking a charity, make sure its focus is on patient support, not awareness. Patient support comes in many forms: from makeup classes, gas cards, and wigs, to exercise classes, and even full payment of treatment. All of these things can help a person with breast cancer through a trying time, both emotionally and physically.”
HealthLine.com also suggests both businesses and individuals should reach out to resources in your geographic area, as many local organizations provide direct support to those in need, but don’t have a national presence. A social worker or patient navigator at a hospital or clinic near you can help you identify local resources.
Pink Light Process
The pink lights display at Smart Motors is believed to be the largest of its kind for an auto dealership in the Midwest. The pink aura will light up the west side throughout the month of October.
It takes three days for Smart Motors to install the pink gels in their 149 exterior lights; 85 pink lights at the Toyota showroom and service facility location (5901 Odana Road), and 64 additional lights shining pink at their new preowned facility (Smart Motors Used Cars) across the street at 5710 Odana Road. It’s a first-place display!
About Smart Motors
Smart Motors was founded in 1908 by O.D. Smart and is one of the nation’s oldest automotive dealerships, is the mid-west’s largest hybrid dealer, Wisconsin’s largest Toyota Certified Used Vehicle dealer and one of Wisconsin’s largest volume Toyota dealers. Located at 5901 Odana Road, Smart Motors is Wisconsin’s only two-time President’s Cabinet Award recipient from Toyota Motor Sales for superior customer service & sales volume. More information about Smart Motors.
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