Bloomingdale’s at Town Center in Boca Raton recently hosted its annual breast cancer ribbon lighting outside the store, a symbolic event to recognize Breast Cancer Awareness Month in October.
Every year, the store launches the Give Pink Get More campaign. This event is exclusive to Bloomingdale’s cardholders, aimed to help in the fight against breast cancer. When individuals join, they donate $15 for the cause; then,Bloomingdale’s returns up to $250 in savings to the customer during October.
“When I first began in my role, it struck me as to how many of our customers and associates were going through treatment,” said Beth Rosenstein, operating vice president and general manager. “The company was already doing Give Pink Get More, but I wanted to make a bigger statement and to be known for something. Ten years ago, I had a 16-foot pink ribbon blow torched, placed it on the side of the building and planned the event to take place annually each October.”
One of the foundations Bloomingdale’s works with is the Breast Cancer Research Foundation (BCRF). Founded in New York City by Evelyn Lauder, BCRF conducts research to find a cure for all types of breast cancer.
“It’s a core value of ours to engage the communities we serve. If someone affected by this disease drives by our store and is given a moment of hope and support, that’s what we do it for,” said Rosenstein. “It is a huge unifier; we feel collectively proud to support our community.”
Bloomingdale’s also works with the Marisa Acocella Marchetto Foundation as part of this initiative. Acocella, a breast cancer survivor, is a graphic novelist and cartoonist for The New Yorker. Since 2006, her efforts have raised more than $1 million for cancer research and promoted direct support for underinsured women undergoing treatment.
“This initiative is so powerful and means a lot to the associates as well,” said Rosenstein. “If you don’t stand for something, you’ll fall for anything. It’s for the greater good.”
When Rosenstein transferred to the Boca Raton Bloomingdale’s, she sought to continue her fight for breast cancer awareness. In what has now been three years of lighting the pink ribbon, Bloomingdale’s have successfully aligned the corporate vision while supporting the community at-large.