After years of dedicating the month of October to ‘pink’ to raise money for breast cancer, now teams will have the ability to pick what charity they want to support, and also they will do away with the pink used all month to support the fight against breast cancer.
Here’s the story from SI.com
In the fall of 2014, when Devon Still’s young daughter Leah waged her battle against Stage 4 neuroblastoma, Roger Goodell wrote him a letter. The NFL commissioner offered support to the defensive lineman and his family and commended him for the way he in which he’d used his voice. Still had been sharing the ups and downs of Leah’s fight publicly, giving the world a window into what it’s like to battle childhood cancer (and ultimately put it into remission) while he bounced between the Bengals’ practice squad and 53-man roster.
Still wrote back to Goodell, offering a suggestion. He said he hoped the league would consider expanding its annual breast cancer platform during the month of October to raise awareness for other types of cancer, too—a change, the NFL says, that will go into effect starting with the 2017 season.
The initiative will still be called “A Crucial Catch,” but teams now have a say in the cause they’ll champion for about 18 percent of their schedule. They can still choose breast cancer, or another detectable, screenable cancer such as prostate or colorectal cancer—or one to which a player or coach has a personal tie. Teams can also support more than one cancer cause per season, and they can change their choice(s) from one season to the next. Similar to the “My Cause, My Cleats” campaign that debuted this year, in which players wore customized cleats to share a message for one game, it’s a break from the homogeneity of NFL campaigns in the past.
It’s a great and smart move by the NFL to go away from just pink, and to move on to having the ability to support other charities. Let’s hope that teams make good decisions in what places they put their money towards in 2017.