Pulse Legacy Archive December 2011 | Page 27

M uch like the spa and medical field partnership that is seen forging today, there’s a seemingly strong bond between generosity and health. Many willingly give when the social cause being championed relates to health issues, such as cancer, obesity or heart disease. In fact, based on Dynamics of Cause Engagement (see sidebar on page 26), a study conducted by Ogilvy Public Relations Worldwide and Georgetown University’s Center for Social Impact Communication, breast cancer, heart disease and diabetes rank high in the social causes Americans have wide knowledge of and are involved in. On a global scale, these health issues affect a majority of the population. In a report published on globalissues.org, 36 million deaths each year are reportedly caused by noncommunicable diseases, such as cardiovascular diseases, cancer, diabetes and chronic lung diseases (a quarter of these take place before the age of 60). It is not surprising then for the spa industry, given its commitment to spread the message of a healthy lifestyle, to support a cause that is closest to its heart—health. December 2011 ■ PULSE 25