SBD/October 30, 2012/People and Pop Culture

WWE, Cena Give $1M Check To Susan G. Komen For The Cure On "Monday Night Raw"

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Cena wore black and pink merchandise to promote the "Rise Above Cancer" cause
Wrestler JOHN CENA, on behalf of the WWE, gave a check for $1M to Susan G. Komen for the Cure during last night’s broadcast of “WWE Monday Night Raw” on USA Network. WWE Exec Chair & CEO VINCE MCMAHON introduced Cena, who presented an oversized check inside the ring to Susan G. Komen VP/Marketing DOROTHY JONES and ERIC BRINKER, nephew of SUSAN G. KOMEN. The WWE at Cena’s urging had collaborated with Susan G. Komen for Breast Cancer Awareness Month in October. Cena, whose brother SEAN was diagnosed with brain cancer last year, wore co-branded pink and black ring gear, including a T-shirt and pink cap with the slogan “Rise Above Cancer.” The WWE in a release said that the campaign generated 500 million impressions for Susan G. Komen, including 300 million during TV broadcasts. Cena said the collaboration was “unnatural but a perfect fit.” He added the campaign is “a wonderful asset for Susan G. Komen, because they get to send their message on a global platform to an audience that may or may not be familiar with what national Breast Cancer Awareness Month is.” Cena said the campaign also shows the WWE is “a perfect way to showcase your brand.” Cena: “I know a lot of brands are out there with predetermined stereotypes about what WWE is. It is not that. We can run a successful campaign, a successful promotion, with virtually anything." Jones said Cena’s “passion about our mission” helped the two organizations come together quickly, from a first meeting in late July through the campaign’s launch at WWE's Night of Champions in Boston on Sept. 16. Jones added as the two sides became educated about each other’s businesses, “there were more synergies than differences.” Jones said that negotiations are underway to extend the partnership over the next 12-18 months, including exploring promotions focused on survivors’ families outside of Breast Cancer Awareness Month. 
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