You may remember that Susan G. Komen — the company responsible for turning October (Breast Cancer Awareness Month) into a sea of pink– pulled funding from Planned Parenthood  back in February, resulting in a tidal wave of outrage. The hypocrisy of Komen, which urges women to be screened for cancer, pulling funding from an organization that provides access to cancer screenings and preventative education for underprivileged women proved too much for many to swallow. Komen eventually reversed its decision, but the move came too late for many former supporters.

As the company gears up for this year’s Breast Cancer Awareness Month, many in the industry doubt whether the brand can recover its damaged image and retain corporate sponsorships. For that reason, this year’s campaign will focus on salvaging Komen’s credibility where past efforts leaned more toward educating women about screenings and inspiring others to join the fight by purchasing branded items and participating in sponsored races. So will it work?

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