October 27, 2011
Pink Cabs and CSR
Posted by Lisa Fairfax

I must admit I have been a bit surprised (though happily so) by the seeming strength of the endorsement and support for Breast Cancer Awareness Month by some sports programs.  I have seen this support not only at the professional level, but also with respect to college and even high school sports.  Certainly the NFL has done a lot in this regard, from coaches and players' hats, players' cleats, and arm bands to pink symbols on the football field and padding on goal posts.  The NFL has provided visible signs of its support and endorsement of the fight against breast cancer.  The NFL also has a website pinpointing critical issues related to breast cancer, indicating ways in which people can support the fight, and highlighting  personal stories from NFL players and others connected to the NFL.  Given the impact and influence of sports in this country, this kind of partnership sends a strong message (with some equally strong resources behind it).  Recently, as I was riding in a cab, I noticed a pink cab, and my cab driver told me that the owner of the cab dedicated her all of her fares to the fight against breast cancer.  Intrigued, I decided to dig a bit deeper.  While I did not find information about that particular pink cab, I did discover that many cab companies across the nation had agreed to paint at least one of their cabs pink and engage in a variety of endeavors aimed at support the fight against breast cancer from donating a portion of their cab fares, to providing free cab rides to those in need of transportation for breast cancer treatment.  Like the companies here and here.  I think one of the key goals of the CSR movement should be to promote partnerships between the nonprofit and for-profit sectors pursuant to which the for-profit entity helps raise awareness regarding important issues and responsibly uses its particular business resources, expertise, and influence to address those issues.  Pink cabs appear to reflect this goal, which is why I found myself trying to hail one when I next needed a cab ride. . .

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