MUMBAI: US film studio MGM has anounced that its consumer products’ new cause-related marketing initiative Pinkitude has roped in actress Emmy Rossum.
She has signed on as Pinkitude‘s official spokesperson. She stars as Bulma in the upcoming film Dragonball. She will assist MGM Consumer Products and Susan G. Komen for the Cure in sharing life-saving breast health messages with young women everywhere through the Pinkitude campaign. A minimum of five per cent of the sales of the modern fashion line targeting teen and young adult women will be donated to Susan G. Komen for Cure, the global leader in the breast cancer movement.
Pinkitude will kick off with a series of events, starting with an invitation-only reception hosted byRossum and featuring celebrity deejays Spinderella (of Salt ’n’ Pepa) and Sean Patrick this month. Also on tap, is launch of the first Pinkitude Pop Up Store which will open on Saturday, 16 August at 1 pm. The public is invited to this event, which will be held in Los Angeles.
Rossum says, “As a young woman whose family has personally been affected by breast cancer, I am grateful for the opportunity to help raise awareness of this disease by sharing my Pinkitude with young women everywhere.
The Pinkitude brand initiative is devised to educate young women and teens on the importance of breast self-awareness, early detection and treatment of breast cancer while also stressing the importance of a healthy lifestyle.
The fashion brand is an approach to life inspired by Pink Panther. Encouraging women to live life completely; take care of their mind, body and spirit and trust in their own identity. The Pinkitude initiative starts now and will culminate in October, which is the National Breast Cancer Awareness Month.