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Yoplait Lids for Lives Campaign: Cool or Not?

I am all for < ahre="">retail philanthropy. I buy (and giveaway) pink ribbon products with a portion of the proceeds going to breast cancer research and support. Truth is, that some purchases don't really add up to much of a donation for your breast cancer organization of choice; it just seems like you should give money directly to the source.

The Yoplait Lids for Lives campaign definitely has its heart in the right place, but it seems a little more like a marketing tool than a fund raising project. All you have to do is eat Yoplait yogurt with a pink lid and save the lid. Wash the lid and flatten it. Put it in an envelope. Mail the lid or lids to El Paso, Texas. Then Yoplait will donate 10 cents for every lid you send in to the Susan G. Komen for a Cure foundation.

I don't know about you, but I think I would like to just send the Susan G. Komen for a Cure a check directly. I guess if you already eat a lot of pink capped Yoplait yogurt this program makes sense.

What do you think:

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