A few weeks ago, two American mothers, whose teen daughters are suffering from cancer, asked Mattel to produce a bald Barbie to allow their children to identify better with their favourite doll. They have collected over 150,000 “likes”on their Facebook page since they launched their online campaign.
Why it matters
Should brands recognize the therapeutic value some of its products may have and cater for niche audiences requesting a change?
Nike has founded a runner’s community for young women. The goal of this initiative is to motivate young females to run regularly. The so-called "Club der Töchter" (Club of Daughters) set its first action at the 23rd "Austrian dm Women’s Run" in Vienna. Its famous ambassador is the young Austrian singer Christina Stürmer who is also a beginner in terms of running. Through Facebook members of the community could prepare themselves alongside Christina Stürmer for their first big run.
Drugstores across America will be selling tests to scan their genes for a propensity for Alzheimer’s disease, breast cancer, diabetes or other ailments. The test also promises users insights into how caffeine, cholesterol-lowering drugs and blood thinners might affect them.