When my brother’s wife was diagnosed with breast cancer, we bought her a tablet to pass the time during her recovery. She loves to read, so it seemed a good choice. A year later, when my husband’s sister was diagnosed, we gave her a pressed metal necklace.
Why? I have no idea. My mother-in-law reacted in typically blunt fashion. “Why are you giving her presents? It’s cancer, not a birthday party.”
We just wanted to do something to let her know we were thinking of her. That we love her. And to somehow bridge the 4,200 miles that separated us from her while she battled cancer without us. So many things come to mind now that she’s four years cancer-free. But when you’re spinning with worry, thoughtful gift ideas rarely come in focus.
Rethink Breast Cancer gets it. The young women’s breast cancer movement has created thoughtful Give-A-Care products that help friends diagnosed with breast cancer get through the tough time ahead. More than a gesture, the collection includes meaningful gifts that acknowledge what’s she’s tackling, and helps support her along the way.
You can gift goodies a-la-carte or send carefully curated packages that come in small, medium and large. Items range from the practical—a planner, hand sanitizer, water bottle, tissue and tote—to the comfy—plush hoodies and a 100 percent cashmere toque that promises both warmth and style. There’s even a children’s book for moms to help with difficult conversations and can’t-we-ever-have-a-normal-conversation candy hearts inscribed with texts like “u r my rock.” All gifts come with a complementary care guidelines catered to young women who have a breast cancer diagnosis.
What’s more, Give-a-Care products keep on giving. All proceeds from sales fund Rethink Breast Cancer. The nonprofit is dedicated to raise awareness about breast cancer in those under the age of 40.
Talk about a feel-good fest. The giver feels like she’s helping. The recipient feels understood. And the nonprofit gets more funding to fuel great ideas to help more patients.
This kind of brand authenticity is what consumers crave across industries. There’s nothing like a confident decision to make people loyal advocates. The trick is to know your audience. Rethink Breast Cancer knows its target audience down to the cellular level.
Speaking of brand authenticity, download our free whitepaper “3 Rules to Creating an Authentic Brand.” And discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups.
