Sydney paper in the pink

THE Sydney Morning Herald is in the pink this morning, marking the metropolitan newspaper’s effort to raise funds for sufferers of breast cancer and support the nation’s Pink Ribbon Day, organised by Australia’s National Breast Cancer Foundation.

A total 20c from each newspaper sale today will be donated to the foundation. In a front-page article, editor Alan Oakley said he expected the initiative to raise more than $A50,000. If any reader subscribers to a seven-day delivery offer today, $A45 of the $A99 fee goes to the same cause.

Interestingly, the website did not join the same initiative by turning its background pink.

Breast cancer claims the lives of more than 2600 Australian women every year. Deaths have decreased 22 percent because of earlier detection, says Oakley. “Your donation today will help fund research not just into the cause of breast cancer but also treatment techniques following diagnosis.”

This is the third year the Herald has printed a pink edition. The original idea came from Alison Bakunowich, who won an international marketing award in Paris. Later, she was named the PANPA 2007 Marketer of the Year for her work on the Pink Ribbon initiative and Earth Hour.

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