Brazil's famous Cristo Redentor (Christ the redeemer) statue in Rio de Janeiro has gone pink to raise awareness of breast cancer.
The city's authorities have illuminated the famous landmark in pink light to celebrate October, the internationally recognized Breast Cancer Awareness Month.
Brazil suffers from a high rate of breast cancer where one out of eight Brazilian women are diagnosed with breast cancer, and 10,000 die of it each year.
Implications - Many companies realize that corporate social responsibility is high on consumer's minds. By promoting a charity, these companies are able to promote a good cause through their work and gain access to becoming a forerunner in the target audience's minds.
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Pink is the New Christ
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