For those of you not in the pink, this month  is National Breast Cancer Awareness Month. It’s been 25 years (!) since October was designated a time to promote awareness, education and empowerment about a disease that strikes both women and men.

So many organizations step up in support now, as anyone who watches pro-football can agree: pink is definitely a neutral that can be paired in any color combination (consider the Cincinnati Bengals’ wild orange uniforms PLUS pink cleats!). Fans can even buy “Breast Cancer Awareness Gear”  – a portion of the proceeds is donated to support breast cancer research.

Certainly one organization that’s nearly a household name is Susan G. Komen for the Cure®, which has become the largest source of nonprofit funds dedicated to the fight against breast cancer in the world. This group also popularized the famous pink ribbon, among others.

Many children’s companies step up for the cure, too. Like Baby K’tan, LLC, joining the fight to save lives and increase breast cancer awareness by giving $1 from the sale of every pink Baby K’tan carrier to the Susan G. Komen for the Cure – Miami/Ft.Lauderdale Chapter (the company’s hometown).

In Philadelphia, PA, children’s apparel company Olive Juice is donating $1 of every purchase made this month to Cuddle My Kids, an organization that provides a retreat for children struggling to deal with their loved ones’ battle with cancer.

“Being that breast cancer is something that has personally affected and changed my life, I knew I wanted to take this opportunity to help others who are in a similar situation,” says Olive Juice founder Maryellen Kane. “There are a lot of great organizations dedicated to cancer research and aid, but I thought I would reach out to Cuddle My Kids because they help a group that is often times overlooked. The children of cancer patients are in a very difficult situation, one that no one should ever have to endure alone.”

It’s called social marketing these days – taking up a cause for the good of society. Companies  are inspired to support a cause for goodworks, not for financial reward. Yet, it’s usually a reward, nonetheless.

-Janet Muniz