How Delta Air Lines Is Preparing For Breast Cancer Awareness Month

With Breast Cancer Awareness Month kicking off on October 1st, Delta Air Lines will again be doing its part to raise awareness and funding for charities engaged in the fight against the disease.

Delta becomes pretty in pink again

October is Breast Cancer Awareness Month, and Atlanta-based Delta Air Lines is again going pink to support the fight against the disease. Pink is the official color of breath cancer awareness charities worldwide, and Delta will again embrace the pink theme to show its support.

Throughout October, Delta customers can support the airline’s fundraising campaign in association with the Breast Cancer Relief Foundation (BCRF). Customers will be able to contribute to the airline’s fundraising efforts through onboard purchases and donations, as well as being able to donate online.

The airline’s relationship with BCRF goes back to 2005 and celebrates its 18th anniversary this year.

Since its inception, the joint campaign has raised over $24.75 million, which has subsequently been donated to 99 research projects searching for a cure for the disease, which, according to the US Centres for Disease Control and Prevention, causes the death of around 42,000 women and 500 men annually in the US alone.

Photo: Delta Air Lines 

Speaking personally about the importance of the annual Delta/BCRF fundraising campaign, Kristen Manion Taylor, Seniro Vice-President of Inflight Service (and a breast cancer survivor herself), said,

“Because of early detection, I was able to begin my fight right away. By a stroke of luck, the life-saving treatment and care I received was through doctors who were funded by our BCRF partnership. Delta’s involvement and annual promotion of this cause is now personal; it means the world to me. The continued generosity and support of Delta employees and customers is amazing, and I could not be more grateful.”

Onboard products are turning pink for October

Alongside the company’s BCRF-dedicated Boeing 767-400ER (which, at the time of writing and according to Flightradar24.com, is currently heading south from Atlanta to Sao Paulo operating DL269), the airline is making some subtle changes to its onboard product throughout October.

Starting October 1st, customers can support fundraising by eating and drinking pink products onboard. For the entire month, 25% of proceeds from all onboard food and beverage purchases will be donated to BCRF. In collaboration with its suppliers, various snacks and drinks served onboard Delta services will turn pink to show support.

Photo: Delta Air Lines

For example, the ‘Kate’s Real Food bars’ served in each cabin will be changing to a unique pink Oatmeal, Cranberry, and Almond flavored bar, while the ‘Biscottea’ Shortbread Cookies served as part of the afternoon tea service on US domestic routes are becoming pink for the month. The carrier’s ‘FitJoy Cheesy Pretzel Twists’ will also be served in special edition pink packaging.

But it is not just the onboard snacks getting the pink transformation, as Delta passengers will be tickled pink by changes being made to the airline’s onboard beverage offerings.

For example, passengers can show their support by sipping a specially produced beer (Sweetwater 420) in a unique pink and blue can. Classic Minute Maid Pink Lemonade will be available on all US domestic flights throughout October, as will a special edition ‘Pearl Sky’ cocktail be available to all passengers.

The carrier will also re-introduce its ‘Pink Une Femme’ Californian sparkling wine onboard.

Photo: Delta Air Lines

Finally, spreading the pink theme to its ‘Someone Somewhere’ amenity Kit amenity kits handed to all DeltaOne passengers, the kits will take on a rose-colored tint throughout October.

Get onboard and give

Delta will encourage all passengers flying on its services in October to donate whatever they can afford to this year’s fundraising effort. Customers can donate directly to BCRF via its website or a special donation page on Delta’s site.

Meanwhile, onboard all Delta services, travelers can donate using cash, gift cards, or credit and debit cards. Flight attendants will also be collecting donations throughout the month.

Customers can also donate miles through SkyWish, the charitable arm of Delta’s SkyMiles frequent flyer program, allowing Delta and its members to donate miles to charitable organizations worldwide.

Other pink-themed happenings

Fully embracing the pink transformation, Delta employees network-wide will be encouraged to wear pink uniforms during October, as well as many customers as possible.

Photo: Delta Air Lines

Lastly, the airline will sell co-branded Delta/BCRF merchandise through its ‘Pink Boutique,’ which includes sweatshirts, water bottles, and sneakers, among other products. All proceeds from the Pink Boutique directly benefit BCRF.

Speaking about Delta’s commitment to the BCRF fundraising effort, the airline’s Executive Vice President and Chief Customer Experience Officer, Allison Ausband, added,

“BCRF has long been a cause near and dear to my heart, but when my mother was diagnosed last year, it took on a whole new meaning. Standing by her side as she battled breast cancer so bravely, I knew I would do anything to find a cure. I am humbled by Delta’s unwavering presence in this fight as we work together to fund research and support survivors and fighters, knowing we won’t stop we’ve ended this disease.”  

With all of the above events kicking off this coming Sunday, the airline will be hoping to build on the already substantial war chest it has generated over the past 15 years in its support of the battle against breast cancer – a disease that, according to the World Health Organization, kills 685,000 people annually worldwide.

What do you think about Delta’s pink transformation this coming October? Let us know in the comments.

Sources: Flightradar24, World Health Organization, Centres for Disease Control and Prevention