This year, Caribou Coffee is putting a community video twist on its annual efforts to benefit the fight against breast cancer and raise awareness of the disease.
The brand has formed a first-of-its-kind partnership with Tribute, a Web application that enables people to make and share tribute videos in about 60 seconds.
From now through the end of October, each time someone visits Tribute.co/CaribouTribute to record a video recognizing and thanking cancer caregivers, Caribou will donate $5 to CancerCare. CancerCare offers free, professional support services and information for cancer caregivers.
Participants are asked to use #CaribouTribute with their submissions to encourage others to also submit videos.
As in years past, Caribou will also donate 10% of sales of Amy’s Blend coffee and merchandise throughout October to the cause.
In addition, for every cup of Amy’s Blend purchased on National Coffee Day (Sept. 29), Caribou will donate a cup of coffee to caregivers at support centers and hospitals throughout the country.
Caribou Coffee’s commitment to supporting the fight against breast cancer began 21 years ago, after its original Roastmaster, Amy Erickson, died of the disease.
“Amy’s memory and spirit continue to inspire Caribou’s belief in making a difference in the community,” says CMO Michele Vig. “Through our partnership with Tribute — a tech-forward brand that has the spirit of doing good and showing gratitude ingrained in their DNA — we’re giving people a way to share their story and support a great cause with their time rather than opening their personal wallets.
“We hope to collect hundreds of stories to help us get one step closer to reaching our goal of donating $250,000 to CancerCare.”
Karlene Lukovitz
