Ask.com spokesperson Nicholas Graham, while companies are expected to help community organizations, it's not unheard of for these cause-related partnerships to also benefit the companies. After donating $25,000 to Autism Speaks through a targeted awareness campaign, 80,000 visitors changed their Ask home pages to Autism Speaks-related skins and 63% of campaign visitors became permanent users. Despite the fact that the promotion lasted only a few days, Ask saw a 10% increase over other holiday and non-cause related skinning promotions. In anticipation of October and Breast Cancer Awareness Month, Ask is building upon its community successes and teaming up with Susan G. Komen for the Cure in "Search for the Cure".According to
The search company is donating up to 50 cents per consumer who successfully answers a health fact and reskins their Ask homepage with a breast-cancer related graphic. The skins display a series of questions that challenge consumers' understanding of breast cancer prevention, early detection and treatment. The campaign will last until the end of October and all proceeds will benefit Komen for the Cure and their mission to eliminate breast cancer. Similar to this Ask campaign, GoodSearch also runs cause-related campaigns in order to benefit charities. Rather than switching out page skins, GoodSearch users specify one of 83,000 charities and 50 per cent of all advertising-related payouts are designated to the charity of choice.
Says Ask spokesperson Nicholas Graham, "Health and reference are already two of our strongest verticals. It makes sense for Ask to team up with Komen and increase awareness amongst our 50 million monthly visitors."
According to the American Cancer Society, there are about 2.5 million breast cancer survivors in the United States and women have a 1 in 8 chance of developing invasive breast cancer. While there are a number of breast cancer-related corporate partnerships, only a few are fully embraced by health advocates. In recent years, environmental health organizations have formed the Think Before You Pink campaign as a backlash movement against companies that work on pink ribbon campaigns but manufacture products linked to the disease. Because Ask specializes in delivering information to its consumers, a public information campaign on breast cancer seems like a great fit.
Says Graham, "When you engage a community of users, the service becomes more robust. It makes a positve difference in the online and offline world." To change your skins and support Komen for the Cure visit the Ask Skins gallery.