REGIONAL: Stores step up to breast cancer awareness – Press

The Brighton Collectibles store in Riverside is rarin’ to rack up sales of a very special bracelet to shatter its old record.

In 2010, the shop in the Galleria at Tyler sold 300 power of pink bracelets, more than any of the 200 Brighton stores in the country. Since the pink ribbon became the symbol of October’s National Breast Cancer Awareness Month a decade ago, Brighton and thousands of other companies, big and small, have embraced the cause with donations, promotions or giveaways.

For every $50 power of pink bracelet sold, the Brighton stores, per company policy, donate $10 to local groups dedicated to breast cancer support, prevention and detection. Inland shoppers also can find the power of pink pieces at the stores in Corona, Cabazon, Rancho Cucamonga, Chino Hills and Temecula.

Last October, the Brighton store at Tyler slipped a bit, but still ranked among the company’s top power of pink bracelet sellers.

Craig Pettitt, owner of the Tyler Brighton since 2001, is determined to be No. 1 again. What’s more, he timed the completion of the store’s remodel on Friday, Sept. 28, to dovetail with the company’s Pink Awareness kickoff.

“It’s a wonderful event, but also tough to do because of all the touching and sad stories we hear,” said Pettitt, 55. He and his wife, Angela Pettitt, 48, own four other Brighton stores, including one in Temecula, where they live.

Bobbi Longbrake, 60, of Norco, waited for the Riverside store to open Friday so she could snap up the latest creation. She began her power of pink bracelet collection in 2003 when Brighton introduced the concept. Since then, she hasn’t missed a year to become the proud owner of all nine bracelets, each with its distinct, intricate design made of zinc and dipped in silver. “I always liked the idea of giving back,” she said.

In an ironic twist, the bracelets became personal after Longbrake developed breast cancer and underwent a double mastectomy in 2009. “I buy two bracelets now,” she said. “One for me and one for someone else. I pray they find a cure.”

Over the past decade, the Pettitts have donated more than $100,000 from all their stores, choosing a beneficiary in each city. This year’s Temecula recipient will be Michelle’s Place, a breast cancer resource center that offers medical, survivor support and informational services. In Riverside, the Pettitts will donate proceeds to a similar resource called The Pink Ribbon Place.

Kim Goodnough, executive director of Michelle’s Place, said this is the “most difficult year financially” for the 9-year-old center, which is primarily sustained by grants, fundraisers and private donations. Every cent of community support is appreciated, she said, because “large corporations aren’t giving like they used to.”

October’s message about breast health isn’t lost on 400 female volleyball players at the seven high schools in the Temecula Valley. Last year the students raised $4,000 for Michelle’s Place by selling pink ribbons and pink T-shirts. Stephanie Benjamin, 51, an assistant volleyball coach at Chaparral High School in Temecula, said the teams hope to exceed that goal after their pink glove kickoff dance on Monday, Oct. 1.

“It’s so easy for them to get absorbed in themselves and what they’re doing,” Benjamin said. “We talk about why it’s important to raise money, to think about other women and support the community.”

Kathy Azevedo, 58, the mayor pro tem of Norco and a cancer survivor, considers herself “a walking billboard” for pink awareness. “I want to save lives,” she said simply. As a Jazzercise owner and instructor in Corona, she waives the $50 fee in October for new members if they show her a current mammogram.

Many companies make it easy for consumers of their products to support the cause. Aveda, sold at the two Karen Allen salons in Riverside and one in Temecula, gives $4 of every 5-ounce tube of its $23 Hand Relief cream to breast cancer research.

In addition, clients can earn up to a $50 credit toward services for $100 donations, which are turned over to The Pink Ribbon Place. Another promotion rewards a $20 contribution with $20 credit toward a massage in Riverside and toward a facial in Temecula.

If jewelry, creams or exercise aren’t your thing, there’s plenty of other stuff to buy to help the cause. Just look for the pink ribbon symbol.

“Paint the Country Pink.” On Monday, Oct. 1, Dressbarn invites everyone turn the nation pink via the www.PaintTheCountryPink.com website. It will feature a map of the country where visitors can virtually swipe a paintbrush over their location. Dressbarn will donate $1 to the American Cancer Society for every person who paints the country pink, up to a total of $100,000.

Pink Lemonade power. From Monday, Oct. 1, through December, 5-Hour ENERGY will donate a portion of every sale of its new pink lemonade flavor to the Avon Foundation for Women Breast Cancer Crusade. Because the company sells more than 9 million bottles per week of all versions of the product, it hopes to write a large check to the cause.

ORLY launched the Pretty in Pink Collection in which 20 percent of the profits will go towards Cancer Schmancer. Founded by actress and cancer survivor Fran Drescher, the organization focuses on education, prevention and early detection. The three polishes in the collection: Be Brave, Embrace and You Are Not Alone.

Panache, a British brand specializing in lingerie for larger cup sizes, 28-40 B-H, will donate 10 percent of its pink sports bra to Living Beyond Breast Cancer a non-profit that offers programs and services. The bra’s design claims to reduce bounce by 83 percent. Available for $68 at Nordstrom.com, BareNecessities.com, HerRoom.com, Intimacy and other retailers nationwide.

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Oversharing apps: Facebook reveals plans to move away from ‘passive posting’

One year after Facebook introduced its first batch of Timeline apps, a company insider reveals that the “passive publishing� approach – which ultimately makes people backseat drivers on their own profiles – will no longer be the site’s focus going forward.

The first-generation apps, which post media-consumption activities on users’ behalf, are the reason News Feeds go beyond status updates and photos to reveal the music friends are listening to, the online articles they’re reading, the videos they’re clicking on, the books they just bought, and so on.

While these automated posts can be wonderful for “word-of-mouse,� they’re also to blame for many users simultaneously embarrassing themselves and nauseating others (does anyone really want to know that their mom “claimed an offer� for lingerie?).

Facebook’s Justin Osofsky said the site plans to work with its partners to ensure that people are indeed “sharing what they want to share, with whom they want to share it.�

“While people have always had the ability to control if an app can start posting to their Timeline, and who can see it, updated versions of the product will make controls even clearer,� said Osofsky, director of platform partnerships for the brand. “It always should be that you’re actively choosing to do something.�

More than 7,000 Timeline apps have launched over the past year, with the average month-over-month growth rate for sharing activity topping 40 per cent.

Facebook user Scott Paterson from Ottawa said seeing these automated posts on friends’ Timelines has helped him land a deal on eye glasses, find money-saving coupons, and feel better acquainted with the people in his online life.

“I don’t think I’m at the point of knowing too much about my friends,� said Paterson, who works in the software industry. “In most cases, I think it’s interesting to see that we have some things in common that I wasn’t aware of.�

Other users, such as Toronto writer Michael Murray, are less pleased with friends’ media consumption habits having crept onto Facebook – arguably turning the site from a conversation medium into a broadcasting platform.

“People are reduced to their constituent elements, becoming an arrangement of pieces rather than a whole,� said  Murray. “It’s tribal, (with) our relations based not on how we get along but by our shared affections.�

The ability to opt out of auto-sharing, or to customize the audience for such posts, does exist. Privacy expert Kashmir Hill said the problem is that most first-generation apps default to transparency, leaving people surprised when the fact they watched a video entitled “Sexy Upskirt Newsbabes� is broadcast to their entire social network.

“A lot of users spend a lot of time figuring out how to undo (automated) sharing. People want to craft their image and really be able to control how they’re perceived; if posts are automatic, there’s no curation,� said Hill.

“I’d rather my friends make conscious decisions about what they want to send my way as opposed to bombarding me with every little thing that’s happening in their lives.�

Affording people with a better sense of authority is one of the site’s mandates for the months ahead. Specifically, Facebook’s Osofsky said they plan to focus on creating app experiences “where the user understands what they’re doing.�

“You could be actively choosing to share every run that you take, or you could actively choose to share just one run,� he cited as an example. “The key thing is that you’re choosing what you want to share.�

mharris@postmedia.com

Twitter.com/popcultini

Social sharing in action:

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