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It really takes a lot of effort to raise awareness for any modern day issues. People blow up social media over a lion being hunted yet there are thousands in our own back yard who are dying of hunger or are homeless. The US Rugby Team has launched a new campaign to raise awareness for prostate cancer. Rugby is slowly growing in popularity on U.S. soil. Recently the United States national team have been playing bigger venues and gaining more fan support. The United States Rugby Association have partnered with Astellas, a company that promotes prostate cancer awareness. During the month of August, which is Prostate Cancer awareness month the campaign #pass4prostate has taken a foothold in social media. This is not just another hashtag where people acknowledge the fact that they know about prostate cancer. Every time #pass4prostate is used on Twitter, Astellas will make a donation to prostate cancer research. This campaign really makes a mark on social media due to the fact that a company is actually doing something productive for a cause. There is no possible way this hashtag can cause any controversy. Not only does it limit amount of negative comments that can be brought up about the subject, but there is actually a contribution to a the cause of curing prostate cancer.
Hi Andrew,
ReplyDeleteInteresting post. I had not heard of #pass4prostate prior to reading this blog entry. I had not heard of Astellas either and was wondering why this company promotes prostate cancer awareness. Turns out they are a global pharmaceutical company founded in Japan. According to their website (http://www.astellas.us/index.aspx), "Astellas will donate $5 to prostate cancer research and advocacy organizations for every qualifying #pass4prostate submission posted to Twitter, Facebook, or Instagram, up to a maximum contribution of $125,000*.
Unfortunately, they actually won't make a donation to prostate cancer research every time the hashtag #passforprostate is used. The website explains that you need to film yourself following these steps:
1. Catch any safe, inanimate object tossed to you from off‑screen
Mention why you’re raising awareness of prostate cancer and why it’s important not to “drop the ball”
2. Pass the safe, inanimate object in a rugby‑style, cross‑body motion off‑screen symbolically to your nominee(s)
Then post the video on Twitter, Facebook, or Instagram, tag your nominated friend(s),
and also include the hashtag #pass4prostate.
Unfortunately I think a lot of people don't realize that you need to post a video and therefore a lot of potential money isn't being raised. But it seems like the $125,000 limit will be met fairly easily anyways. That only requires 25,000 participants.
I think this is an awesome idea. Reading HashtagCal's comment above, it does require some looking into, but overall, I think it's an easy way to raise awareness for a great cause. It doesn't take long to make/post a video and use a hashtag. $125,000 may be reached easily, but that's $125,000 the organization did not have before. And even if the amount is met, people can still raise awareness and be inspired to donate.
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