The social media buzz machine turned into a buzz saw late last week for the Susan G. Komen Foundation. If you’ve been anywhere near this social media maelstrom you know that the Komen Foundation has taken a major hit for its decision to cut funding to Planned Parenthood, and then reversing the decision, all within a 72-hour period. According to Advertising Age, the incident “showed how a brand can boomerang from one of the most loved into one of the most reviled in a head-snapping two days.’’
First a little background. Over the years the Komen Foundation, and their Race for the Cure, has raised billions of dollars for diagnosis, treatment and research of a disease that kills about 110 women every day in this country. The foundation gives away tens of millions of dollars every year and some of that money, about $700,000, had been going to Planned Parenthood. Planned Parenthood was using that money to provide screenings and mammogram referrals to women who might not otherwise be able to pay for these services. But Planned Parenthood is also the largest provider of abortions in the US, and that has resulted in close scrutiny by members of congress who want to ensure that government funds are not being used to provide abortions. Planned Parenthood is currently under investigation by congress with regard to its financial dealings and that was the initial reason cited by the Komen Foundation as to why they were withdrawing funding from Planned Parenthood. However, as negative responses mounted the story began to change. The Foundation countered that Planned Parenthood does not provide mammograms, only referrals, and that this change in funding was about being more responsible stewards of precious resources. You can see their initial response in this YouTube video.
Proponents and opponents have taken sides, sometimes determined by their view on the always-contentious topic of abortion. Critics of the Komen Foundation’s decision to halt funding to Planned Parenthood saw the decision as knuckling under to political pressure from the pro-life lobby. As you might guess, the reversal fired up the pro-life crowd who had been pleased with the earlier decision.
This blog is not a forum to debate the relative merits of either side in the culture war raging around abortion, but this case-study provides an opportunity to observe how a non-profit, known for years of service in the battle against breast cancer, could so quickly find itself under attack by many of the people that it claims to serve. The power of social media to aggregate discussions and dissent is once again center stage. Reaction to SOPA and PIPA last month, and now this…demonstrates the raw energy that can be focused by the impassioned use of these modern-day megaphones. There’s another angle that students of media should consider. How you learned about this event may also be shaping your understanding of the issues at stake. According to an op-ed in the NYT, the media’s coverage of the story has been biased by the media’s failure to understand the perspective of those on the pro-life side of the issue.
Part of the problem facing Komen is that they appear to be giving in to political pressure…first from pro-life, then pro-choice, political operatives. Even after issuing an apology for their earlier decision plenty of anger remains. Some of their funding sources are now saying that they will stop giving to the Komen Foundation and only time will tell if the Foundation can bounce back from this misstep. Somewhat ironically, both the Komen foundation and Planned Parenthood are reporting increased giving in the wake of the scandal. Planned Parenthood reported that it had raised $3 million in a 72-hour period, including a $250,000 pledge from NY Mayor Michael Bloomberg.
Additional Resources: Kaiser Health News has collected summaries of news organizations’ reports on the debate.
NOTE: if you respond to this post please do your best to keep your comments focused on the media issues related to the story.