Hard Rock kicks off 24th Pinktober campaign during Breast Cancer Awareness Month

September 29, 2023
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The company will collect donations during October to support breast cancer research.

Hard Rock International (HRI) has started its 24rd annual Pinktober campaign to continue its support for research and awareness during Breast Cancer Awareness Month.

The Tribal operator's institutions will work together to raise funds during the month in support of its charitable arm, the Hard Rock Heals Foundation. Donations collected go to benefit the American Cancer Society.

Hard Rock has a long history of raising money to fund breast cancer research. The company first started the foundation in 2000 and since has raised millions of dollars. During last year’s campaign, Hard Rock Heals gave more than $1m toward breast cancer awareness and research, its largest single donation to date.

For this year’s Pinktober, Hard Rock has announced it will continue its partnership with Gibson and its Sound of Your Stay program. Visitors to various Hard Rock locations can view the guitars on displays and make charitable donations toward breast cancer research via a QR code.

Guests can also enjoy pink-themed treats at Hard Rock Hotel, as well as spa treatments throughout the month of October at Rock Spa.

HRI Chairman Jim Allen briefly commented on this year’s campaign and noted that cancer survivors will also benefit from the funds raised.

He said, "Hard Rock is proud to unite globally for the 24th Pinktober campaign and create philanthropic activations that support organizations that benefit survivors, thrivers and those impacted by breast cancer.”

The first Hard Rock Café opened its doors in London in 1971. Its brand was founded on several mottos that continue to be valuable to the company today, including Love All-Serve All, Take Time To Be Kind, Save The Planet and All Is One.

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