While numerous brands are tapping mobile during October to raise funds and awareness for breast cancer, efforts from BET Networks, A.C. Moore, Aflac, BJ?s Wholesale and Edible Arrangements stand out with the right mix of tactic and emotion. 

A bevy of marketers have taken to social media and mobile to support their campaigns commemorating Breast Cancer Awareness Month by raising awareness, funds and connecting with consumers over a serious health issue. While BET and A.C. Moore leveraged unique, attention-grabbing tactics and curated hashtags, BJ?s used emotional video content, with Edible Arrangements going pink. 

"We are extremely grateful for the outstanding leadership of CEO Pepe Piperno and A.C. Moore," said Kris Kim, executive vice president at A.C. Moore. "A.C. Moore has raised more than a half million in the past five years to fund leading edge research and provide tangible support to those facing the disease.

BET is attempting to ensure that African-American women are included in this year?s Breast Cancer Awareness Month, as breast cancer is the most common type found in that target audience. The campaign, named BET Goes Pink, is attempting to get women to take action by prompting users on social media to post where they complete self-breast exams with the hashtag #WhereDoYouDoIt. 

The campaign grabs users' attentions with the shocking and misleading hashtag, and keeps the idea of self-examinations at the forefront of women?s minds. The action is simple and the posts on social media can prompt women to conveniently complete the action, while promoting a positive brand sentiment. 

A.C. Moore launched its #Not2Tough2Tutu campaign, which challenges users to upload pictures of themselves modeling pink tutus and tag their friends on social media to do the same, similar to the ALS ice bucket challenge that went viral in 2014. The retailer is donating funds to the American Cancer Society for each post shared on Facebook, Twitter or Instagram, as well as for each pink skirt purchased. 

Insurance brand Aflac developed a stuffed version of its well-known mascot sporting Breast Cancer Awareness month apparel such as a hat, ribbon and pompoms, all featured in pink in partnership with the American Association for Cancer Research. The marketer is encouraging users to share photos of the duck on social media with the hashtag #ThisDuckWearsPink, purchase Aflac Breast Cancer Awareness apparel and donate money directly through its Web site. 

Big box retailer BJ?s created a video of team members sharing personal stories related to breast cancer while sporting pink apparel. The video caused heartfelt and touching reactions when posted to the brand's social media accounts through YouTube. 

Edible Arrangements altered many of its buttons and features of its digital properties, such as its site and app, to be pink in support of the campaign, while donating a portion of funds to the cause. 

In May, Ford Motor Company announced it teamed up with ride-sharing mobile application Lyft and online platform Meal Train to offer supportive services and resources for consumers living with breast cancer while also leveraging a mobile-optimized Web site featuring a Spotify playlist and postcard mailing option, proving that partnerships with mobile-first brands can enhance charitable campaigns (see more). 

Also, last year women?s clothing chain Chico?s FAS supported Breast Cancer Awareness month with a social campaign that rested heavily on mobile capabilities (see more). 

"The #Not2Tough2Tutu project is one more way A.C. Moore is taking a creative approach to the serious work of fighting cancer," Ms. Kim said.