Corporate Sponsorship Of Anti-Cancer Projects: Pathways Forward

Corporate-Sponsorship-Of-Anti-Cancer-Projects-Pathways-ForwardCancer is the second leading cause of death in Australia after cardiovascular disease. The estimated number of death due to cancer in 2015 is 46, 570 and it is projected to increase this year. The most common cancers in Australia are lung, breast, melanoma, colorectal and prostate. There are more than 100,000 new cancer cases diagnosed each year. The three main reasons which account for the increase in cancer cases are:

  1. Growing number of senior population. Cancer largely affects the older people, more seniors’ means more cancer cases.
  2. Obesity is the second key factor in rising cancer rates. It is associated with increased risk in breast, rectal, colon, oesophageal, kidney, pancreatic, thyroid and gallbladder cancer.
  3. Some cancer types are proliferating. Despite increased awareness, some cancer types such as skin cancer, gastrointestinal cancer and cancer that affects the reproductive system continue to gain ground and increase.

The increasing number of people suffering from cancer is quite alarming. However, the survival rate for many cancers has increased by 30% in the past two decades. People from all over the world can have an active role in the fight against cancer. Every company whether big or small can play a significant role in the fight against this disease. Companies can show that their business is socially responsible through corporate sponsorship of anti-cancer projects. Being totally committed to beating cancer in all of its forms is pathways forward. Corporate sponsorship actively contributes to the welfare of society while improving the company’s image, building their brand credibility, boosting sales and establishing goodwill. Studies show that consumers support businesses that actively engage in supporting a good cause.

Corporate sponsorship means providing financial or alternate forms of support to anti-cancer projects. A business can give money in the form of sponsorship to anti-cancer initiatives in exchange of getting public recognition for that support. Corporate partners can provide funds for research, screening programs, vaccination and education programs.  Simplyhealth, one of the largest private medical companies in the UK, have generously supported World Cancer Research Fund UK by donating £90,000 to fund a two-year research study. Pfizer Australia provided funds amounting to $10,000 to support the Cancer Community Survey program. They made the fundraising effort via the Sick or Treat Charity Ball.

In-kind sponsors donate goods or services instead of cash as their sponsorship offering. Seight Custom Cycling Wear supports The Ride to Conquer Cancer as Cycling Apparel Partner. They help the cause by bringing the clothing sponsorship and supporting athletes and events in the cycling fields. The List of “our sponsors” are prominently displayed on the site allowing viewers to see the corporate partners supporting the conquer cancer event.

Companies can also help anti-cancer projects by being a labor sponsor. Organisation that donates the time and talent of its employees is considered a labor sponsor. Employees and staff can work on behalf of a charity organisation during regular working hours and still be paid their normal salary. A good example is The Royal Prince Alfred Hospital which is supporting The Lung Foundation by by providing medical services to lung cancer patients.

Workplace Giving is a simple and effective way to regularly donate to Bowel Cancer Australia through automated payroll deductions. Employees can pledge a nominated amount on a regular basis, prior to tax. This amount is deducted on the payday and forwarded by the employer directly to Bowel Cancer Australia. Some large organisations match the payroll deductions dollar for dollar to help the charity. Workplace Giving is a simple and tax effective way for employees to regularly donate through automated payroll deductions.

There are many ways a company can contribute to the fight against cancer, one of which is corporate sponsorship. Corporate sponsorship of anti-cancer projects significantly help in the fight against cancer through awareness, research and education. This is a good way for companies to increase their brand awareness and develop closer relationships with customers. This also helps to generate consumer preference and foster brand loyalty. Sponsorship helps companies to enhance their public image at relatively low cost compared with advertising. Sponsorship gives positive return on investment; a study shows that more than half of consumers would change their brands to those associated with a good cause.