Friday wine goodness: Think Pink!

(pink ribbon artwork courtesy of wikimedia commons)

This Sunday morning, I am dragging my kids out of bed at the crack of dawn to go walk in the Kansas City Susan G. Komen Race for the Cure.  It's a 5k race, (about 3.2 miles) but we'll probably just do the 1 mile walk, because, lo, they are kids.  I can't even go 3.2 miles without some major effort, and they are too big for a stroller.  I have volunteered at the Race for the Cure for years, in several cities, since college when it became my sorority's philanthropy.  I even took Drew with me two years ago, and after that experience, he said, "Mommy, I want to walk like everyone else, not just sit on the sides and watch."  Well, there you go.

Breast cancer philanthropy used to be a very staid, hushed type of philanthropy, where society women threw charity balls and only discussed it in very highbrow conversational style - since breasts were not normally considered a topic of polite conversation.  But its different now.  Maybe it's because philanthropic support has changed, younger generations are getting involved, and it's no longer a big issue to talk about breasts and boobs and cancer in public.  And philanthropy is no longer an effort made only by society matriarchs organizing $250 a plate balls where they can put on couture gowns and be photographed with their tuxedoed husbands for the society pages.  And maybe it's becoming more important to me because I'm getting older, and have friends who are being diagnosed themselves.

Here's some basic statistics (from komenkansascity.org):

• In 2008, the American Cancer Society estimates that 182,460 women and 1990 men will be diagnosed with invasive breast cancer; during the same time,  40,480 women and 450 men will lose their lives to this terrible disease.
• Breast Cancer is the leading cause of death in women between ages of 40 and 59. 
• 80% of all breast cancers occur in women with NO KNOWN RISK FACTORS. All women are at risk; and one's risk increases with advancing age.  
• A woman's chance of developing breast cancer increases with age.  In the United States, a woman has about a 13.2%, or 1 in 8, lifetime risk of developing breast cancer.  

When I say philanthropy has changed, I am totally not kidding.  And the Komen Foundation is no longer the only game in town, having raised awareness for years by turning everything they touch into pink ribbons and moneymaking gold. Witness the organization of breast cancer research and support organizations like Feel Your Boobies! and Save the BOOBies on Facebook.  My generation has figured out if you're going to get rid of something like breast cancer, you have to get people interested, and you can't do that by removing the sexual context.

So, what's all this got to do with wine, you ask?  Well, Hope Vineyards, that's what.

Hope Vineyards is an Australian winery built exclusively for supporting charities through cause marketing.  And it's genius.  Launched in 2007, they have a Cabernet, a Chard, and a Merlot.  You can purchase directly through them, but right now it's only available in the US in California.  But soon, it will be spreading. 

Hmmm, I'm starting to think that the charities think the only way to reach the younger generations is with boobs and booze.  I wonder if that's true?

PS - Send me a direct message on twitter if you plan to be down at the race this weekend, too!

PPS - You can still register for this weekend's race, tomorrow at Dick's Sporting Goods in Overland Park (119th& Nall) from 10-8.