By John Ekdahl
The Harvard Business Review has found that using the color pink in breast cancer awareness campaigns is actually counterproductive. From the study:
Stefano Puntoni ran a battery of experiments in which he primed women with gender cues by, for example, showing them ads dominated by the color pink or asking them to write essays on gender. He then asked them to rate how likely they thought they were to contract breast cancer or to give money to efforts to eradicate ovarian cancer. The women primed with gender cues were far less likely than the control group to think they’d get cancer””and far less likely to donate.
Well, at least these pink campaigns are memorable, right?
…and those who saw a pink ad about breast cancer were significantly less likely to say that they’d contract the disease than those who saw an ad with neutral colors. We thought, “This can’t be right.” So we kept running studies. We looked at the effects of gender cues on women’s recall. We put breast cancer banner ads on a website we showed the subjects but never mentioned them. When the site was geared to women, 33% of women recalled the ads. When it was gender-neutral, 65% remembered. It’s been three years, and we have duplicated the same basic finding 10 times. It keeps happening.
And what about the men?
In one study we asked women to look at two ads about breast cancer. They found a pink ad harder to read than a more gender-neutral peach ad. We wondered if it was contrast or some other optical effect. But when we asked men about the same ads, they thought the pink one was slightly easier to read. We don’t know too much beyond this. I will say that seeing more men wearing pink as part of breast cancer awareness may start to break down the color’s effect as a gender cue. Or maybe it has an empowering effect on men, who would donate more because of it. We don’t know yet.
So, they are unsure whether pink campaigns affect men positively.
Someone needs to paper the NFL’s league offices with this report. I can handle baseball doing it because it essentially breaks down to 1/162 of the season, but the NFL pink campaign lasts more than a week now, right? I think it’s almost a quarter of the season at this point. You know it’s overkill when you see a “player breakdown” video on ESPN and half the clips are of the player with pink gloves, towels, shoes, sweatbands, etc. (don’t even get me started on the Bengals). I’m all for breast cancer research, but I don’t know if I can endure another pink-ified week of football. It looks atrocious. There, I said it. There’s gotta be a better way.
Vanderbilt has completed their new football locker room. The full gallery is available here.
This beautiful picture of the 1910 Louisiana Tech baseball team was sent in by reader Josh McDaniel. Is one of those players wearing white cleats and sweatbands?
Head on over to this blog for a bunch of photos of the Pac 12’s media day.
Paul was interviewed again on Sirius XM last night; this time on Dino Costa’s show. Full audio below.
[mp3j track=”http://uni-watch.com/media/07-29-11 Dino with Paul Lukas.MP3″]
Some might say Paul has a great podcasting voice, no?
And last but not least, did you know yesterday was System Administrator Appreciation Day? I mention this for no reason in particular.
by Rick Pearson
Might be a “Be Careful What You Wish For” thing…
And, as always, here is the full-size version.