You may not be familiar with the term "cause marketing," but you've probably seen it. At the Paseo Mall in Pasadena, California, a pink-colored LED light display provides a nighttime backdrop. It's part of the mall's "Paseo Goes Pink" campaign for Breast Cancer Awareness Month, which is October. Customers are encouraged to take photos of themselves under the lights, which enters them into a raffle.
"The campaign is all month long," said Sarah Neuman, the spokesperson for the mall. "So from Oct. 1 until the 31st."