Will a Super Bowl Twitter Campaign Help All Women #TakeBackThePink?

5 years ago

After three heated days of public outcry and debate surrounding Susan G. Komen for the Cure's decision to cut breast-cancer screening funds for -- and then restore eligibility to -- the women's health organization Planned Parenthood, Saturday was mostly quiet.

Today, a group of women is launching #takebackthepink, another social media campaign prompted by the Komen controversy and designed to leverage Komen's Super Bowl campaign, no less. Created by a consortium of women, many of whom are noted digital social activists (including Stephanie Rudat), the very platforms people flocked to in order to express their divided opinions, whether outrage or support -- Twitter, Facebook -- will now be the stage for a campaign that leaders say is intended to soothe inflamed passions and bring the focus of the debate back to what they consider to be the central topic: the importance of supporting women's health. The group developed this logo:


Rudat says #takebackthepink is not officially partnered with Komen but will go live at the same time as the Super Bowl, riding on the Susan G. Komen for the Cure's Super Bowl efforts. Komen has partnered with The 2012 Indianapolis Super Bowl Host Committee to launch a fundraising initiative called Indy's Super Cure, with a goal of driving $1 million to Komen's Indianapolis UniversitySimon Cancer Center's Komen Tissue Bank during the game.

#takebackthepink's goal is not to drive funds away from the IU Tissue Bank, but instead to refocus on the central issue, says Rudat:

"There is a huge opportunity to redirect all the emotion in a positive way. We want to harness the enthusiasm for breast cancer and women's health that we saw really ignited this week, instead of risking a lasting disenchantment with nonprofits. We want to help harness people's passion to give and volunteer. We have a responsibility now, for having stoked this awareness, to keep people engaged."

The hashtag #takebackthepink is meant to be used in conjunction with the Indy Super Cure hashtag, #supercure, in order to tie the two groups' efforts together, and join their forces, Rudat said:

"With up to a billion people watching the Super Bowl, with Madonna -- who is not just a performer, but a feminist and an activist -- performing at halftime, and with breast cancer's having been so recently in the news, this is an unprecedented opportunity to call attention to the countless ways people can help—there’s more than just Komen. Our goal is to make a loud, visible statement that we're here, women’s health is of paramount concern, and there are many ways people can help."

Women (and men!) who are interested in participating in the Twitter awareness campaign can find further information -- including specific language to use in the tweets -- at any of the following links:

At the Facebook page, people are invited to share their own stories of breast cancer survivors and losses, share resources, name other charitable groups they support, and more. Says Rudat, "The goal is for the #takebackthepink Facebook page to be a resource for everyone who supports women's health, long after the Super Bowl is over."

What do you think -- will a Super Bowl Twitter campaign help all women #TakeBackThePink?


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