Rethinking tea and sympathy » strategy

In a super-smart play, Rethink Breast Cancer has launched a line of co-branded (donated) products that make for helpful gifts for women going through cancer treatment. Aligned with Rethink’s self-case guidelines, these products provide an honest and pithy alternative to flowers and shallow greeting cards.

It’s a major understatement to say that facing a cancer diagnosis and the treatment that follows is tough. And despite the good intentions of loved ones, sometimes sending flowers isn’t all that useful. Rethink Breast Cancer is tackling that with its new Give-a-Care product line, launched in September and aimed at providing helpful gifts, while teaching the loved ones of women facing cancer a little more about what it’s really like.The products are co-branded with companies that donated them, including Aveda, H&M, Pluck Teas, Leaves of Trees and more. Some products were developed especially for the Give-a-Care line, while others were customized from products already favoured by women in Rethink’s network.

Source: Rethinking tea and sympathy » strategy

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