Social Cause: Cancer
As a life-threatening disease, cancer is a
health issue the spa industry is passionately involved in. Many raise funds and
donate to cancer research, while others,
like Spa 4 The Pink, focus on providing
education and support for patients who
survived cancer through their oncology
modified training for spa professionals and
the soon-to-be-launched Shared2, a onefor-one donation model.
“I knew about Spa 4 The Pink and its
founder Julie Bach through LinkedIn,”
recalls Global Journey Media Managing
Director Rus Withers who, like Bach, lost
family members from cancer. Aside from
the fact that the cause resonated to him
on a personal level, he also saw a great
partnership fit, especially since music can
be a powerful healing tool for those recovering from cancer.
“Scientific studies have [shown] that
relaxing music speeds up the healing
process and has many health benefits
beyond the feelings of peace and relaxation,” he says.
Music was certainly a main feature in
the Spa 4 The Pink awareness event sponsored by Ready Care, Global Journey
Media, Sanitas and other companies
during the 2011 ISPA Conference & Expo
at Mandalay Bay Resort & Casino in Las
Vegas, Nevada. The event featured jazz
pianist and Norwegian composer Tron
Syversen along with holistic therapist
Christina Helmstad.
Launching at the 2011 ISPA
Conference, says Bach of Spa 4 The Pink,
has radically shifted the paradigm from
which the charity operates. “Spa 4 The
Pink is deeply indebted to ISPA
Conference. If our impact on the world is
aligned with our enhanced vision, the
results will be immeasurable.”
Another ISPA member that has successfully raised funds for breast cancer
awareness is The Medical Spa at Nova in
Ashburn, Virginia. Now on its second
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December 2011
year, the spa has helped raised $5,850 for
Tigerlily Foundation, an organization dedicated to educating, supporting, and
empowering young female breast cancer
survivors—ages 15 to 40—who often
have more aggressive breast cancer and
higher mortality rates.
“We are thrilled to announce such
astonishing growth and success,” says Dr.
Grace Keenan, CEO and Medical Director
of Nova Medical & Urgent Care Center,
Inc. The event was a runaway success,
marking a 140 percent increase in funds
raised compared to its inaugural year.
Attendance has likewise doubled, with
100 attendees in total this year.
At the “open spa” event held last
October, the spa gave attendees a sneak
peek of their spa services, including treatments specifically designed to benefit
breast cancer survivors, like the
Underwater Massage (performed in a
hydrotherapy tub) and the Balancer
Treatment which includes wraps applied
to the chest to generate a deeper massage.
Nova’s certified fitness instructor also
conducted fitness assessments to evaluate
attendees’ physical fitness needs. The
event included a raffle drawing and silent
auction of around 50 donated products
with proceeds given to the foundation.
“The proceeds from our event will
help fund Tigerlily’s special educational
and support programs which are designed
to improve the overall quality of life for
young adult breast cancer survivors. We
are grateful that we are able to contribute
to such a worthy cause and hope that this
event continues to grow in the years to
come,” says Dr. Keenan.
(CONTINUED ON PAGE 28)
Dynamics of Cause Engagement
Knowledge
(very or som ewhat)
Involvement
(very or somewhat)
Supporting our
troops
71%
39%
Feeding
the hungry
65%
39%
Breast cancer
68%
32%
Heart disease
and heart health
66%
30%
Diabetes
61%
27%
Global
warming
60%
25%
Drunk
driving
73%
23%
Domestic
violence
61%
20%
Bullying
60%
20%
Pro-life
62%
19%
Many tend to
be more
personally
involved in
social causes
that they
feel more
knowledgeable
about.
Study conducted by Ogilvy Public Relations Worldwide and Georgetown University's Center for
Social Impact Communication