For the fifth year, Oticon will donate a percentage of the September and October sales of any Intiga hearing aid to raise money for breast cancer research. For 2012’s "Pink with a Purpose" campaign, Oticon has also created a special edition of Intiga.

The campaign will raise money for the National Breast Cancer Coalition to support breast cancer research.

To help spread the word, Oticon is launching new social networking components, including regular postings on a dedicated Oticon Think Pink Facebook page (, which will invite hearing care professionals to spread the word by tagging the Oticon Think Pink Facebook page in posts to clients, friends, family, and anyone in their communities who might benefit from information on hearing health and breast cancer awareness. New postings will be added throughout the campaign to maintain the momentum and provide hearing care professionals with positive, awareness-building messages to share with their social networks.

Beyond Facebook, Oticon will promote Intiga Think Pink with a range of Pink with a Purpose marketing communications materials, including ads, newspaper inserts, postcards, and desktop displays. Customized press releases and direct mail invitations will further extend and reinforce targeted outreach.

Oticon also believes that generating engagement at the clinic level is a key driver of success for the Think Pink Campaign. Consequently, the company will enter hearing care professionals with the most “Oticonthinkpink” tagged posts in biweekly contests to win a free pair of Oticon Intigas. Hearing professionals and their staffs are also encouraged to wear Think Pink t-shirts to show their support and consider participation in the American Cancer Society’s “Making Strides Against Breast Cancer” noncompetitive walks that will take place in cities across the country in October.

Oticon is also taking the campaign to its own employees. Plans are already under way for a team of Oticon employees, wearing Intiga Think Pink t-shirts, to participate in one of the country’s largest American Cancer Society walks in New York’s Central Park. Additionally, a special Think Pink day is planned at the company’s new Somerset, NJ, headquarters, where medical staff from the Robert Wood Johnson Hospital will be on hand to provide breast health and wellness advice to the Oticon team.

Hearing professionals can join the Pink with a Purpose awareness-building efforts by logging onto and sharing the awareness-building posts with clients, friends, family, and their entire social network.

SOURCE: Oticon Inc