Challenge: To raise national awareness about prostate cancer using minor league baseball as a forum.
Raising national awareness of the dangers and prevalence of prostate cancer is the mission of Ed Randall, a longtime New York broadcaster and host of the radio talk show Talking Baseball. Randall, a prostate cancer survivor, formed the Bat for the Cure Charity Foundation after his disease went into remission. This year, Bat for the Cure, launching a minor league initiative against prostate cancer over Father’s Day weekend, reached out to ePromos’ Assistant Sales Manager Caren Aardema for help in developing just the right promotion.
Solution: Blue, imprinted awareness wristbands worn by minor league umpires everywhere on Father’s Day weekend.
Their selection was sure to be a winner: a light-blue, heavyweight cotton/elastic awareness wristband that would be worn by umpire crews on Father’s Day weekend across all International, Pacific, Eastern, Southern, Midwestern and Southern Atlantic minor league baseball teams—the goal being that every man, every family, would know that the first life-saving step against prostate cancer is a simple test.
Much as pink represents the fight against breast cancer; the Bat-for-the-Cure team chose light blue for the wristbands to represent men’s fight against prostate cancer. Not only did all umpires sport the wristbands on Father’s Day weekend: the Bat-for-the-Cure team also set up informational booths and provided free pamphlets about prostate cancer testing at 100 minor league baseball games throughout the season.
Result: Grand-slam awareness success, plans for more wristband promos in the works.
The Bat-for-the-Cure team reports a grand-slam success, with umpires everywhere donning blue wristbands to show solidarity and drive prostate cancer awareness, and with much online and local press coverage being generated as well. The team is also planning additional prostate cancer awareness events using the same wristbands—in our eyes, the sign of a promotional home run!
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