Pretty in pink

October was Breast Cancer Awareness Month, and a plethora of branded partnerships had consumers seeing pink. But Telus had Rethink Breast Cancer also seeing green.

October was Breast Cancer Awareness Month, and a plethora of branded partnerships had consumers seeing pink. But Telus had Rethink Breast Cancer also seeing green.

Starting last February, Telus pledged to donate $25 to the charity for every Pink Blackberry Pearl 8130 Smartphone sold ($50 for those purchased by a Telus team member) until the end of October, up to $250,000. But the program was so successful that Telus donated $1.15 million to Rethink on Oct. 22 – and decided to extend the initiative until Dec. 31. Pink Gund chameleons were also available at Telus stores for $5.99, with all proceeds going to Rethink, proving that even plush versions of the reptile can change colour. Here are four other efforts that tickled us pink:

1. Torontonians may see an unusual vehicle fighting breast cancer – a pink ready-mix truck. The first of its kind in Canada, the Pink-Truck came about through a partnership between Toronto-based construction products manufacturer St. Marys Cement and the Canadian Breast Cancer Foundation as part of the ‘Building a Concrete Cure’ campaign.

2. Handywomen looking to complete DIY projects in style were able to pick up a hot pink tool kit at Canadian Tire, with $2 from each sale donated to Rethink Breast Cancer.

3. And if you want a matching laptop, Toshiba Canada launched a limited-edition pink version of its Portégé M800 at Best Buy. Until the end of the year, $40 from each sale will be donated to the Canadian Breast Cancer Foundation.

4. Our final pink team shout out goes to Nickelodeon’s SpongeBob SquarePants! SpongeBob PinkPants microfiber clog slippers for women were available at Jean Coutu pharmacies for $12.99, and plush versions at Wal-Mart for the same price. Nickelodeon donated 100% of its profits to Rethink Breast Cancer.