What is Going Gold?
A small act with a big ripple.
Every September, communities across the country are going gold for childhood cancer. It’s a national campaign that turns awareness into connection and meaningful impact, with people pledging their support through giving and visible participation.
Wearing a gold ribbon, lighting up a storefront, posting on social media, or hosting a fundraiser each does three things at once.
Raises money
Fuels the research that’s critical to curing pediatric cancer.
Creates connection
Gives families in treatment a visible reminder their community cares.
Builds awareness
Shines a light on a cause that’s too often overlooked.
When did this start?
In 2012, National Childhood Cancer Awareness Month was created, making September a national health initiative. The gold ribbon is the international symbol for childhood and young adult cancer awareness — the origin of the phrase “Going Gold” — and gold symbolizes a precious metal of the highest worth, a nod to how precious children are.
This year, we invite you and your business to join us. By participating, you stand alongside neighbors, customers, and fellow business owners — local, regional, and national — in advancing the fight against pediatric cancer. And the advantages to your business are real.
Why your business should be going gold
Real value to your business, while doing real good.
It’s a visible, credible way to show your customers and your team what your business stands for — and it puts you alongside neighbors and fellow owners in a cause that touches nearly everyone.
Genuine community care
- Many owners and employees have been personally touched by childhood cancer.
- A meaningful way to give back to the community you serve.
- A cause that resonates deeply with nearly everyone.
Brand & reputation
- Demonstrates real corporate social responsibility.
- Builds goodwill with customers — especially families.
- Sets you apart from competitors on the sidelines.
Customer connection
- Customers stay loyal to businesses that stand for something.
- Creates genuine connection with your community.
- Introduces you to new customers through the campaign.
Employee engagement
- Gives your team purpose beyond day-to-day work.
- Boosts morale around a shared cause.
- Strengthens recruitment and retention.
Marketing & visibility
- Gold ribbons and social posts raise visibility all month.
- A built-in moment for positive press, amplified by PCRF.
- Partnering with a trusted nonprofit extends your reach.
Fundraising opportunities
- Run a promotion where a portion of sales gives back.
- Host an event or drive that brings new foot traffic.
- Turn everyday purchases into support for a cure.
Supporting PCRF
Helping kids thrive — not just survive.
Since 1982, the Pediatric Cancer Research Foundation (PCRF) has funded the most promising research to improve outcomes, reduce the side effects of treatment, and ultimately cure childhood cancers — backing bold discoveries and family-focused care.
Cutting-edge research
The science behind real breakthroughs.
Equitable care
Help every child access the care they need.
Survivorship & support
Back survivors and families.
The goal
Funding research, advocacy, survivor scholarships, and community events.
How it works
Pledge, activate, amplify.
Your participation works in three simple steps.
Pledge
Choose the contribution level that works best for you or your organization.
| Goal level | Suggested amount | What your contribution can power |
|---|---|---|
| Care & Comfort | $250 – $500 | Funds therapeutic play and art sessions that bring emotional healing during a child’s treatment journey. |
| Community Impact | $501 – $1,500 | Supports travel costs so a family can reach specialized care. Every parent should get to stay by their child’s bedside. |
| Scholarship Supporter | $1,501 – $5,000 | Funds scholarships for survivors, honoring their resilience and helping them pursue big dreams like college. |
| Signature Partner | $10,000+ | Recognition through a PCRF signature event, such as the annual gala. |
Activate
Deploy your selected approach. Choose the activation that best fits your business.
Turn-key donation
Financial contribution
Provide a one-time donation and a photo, and we’ll feature you and your contribution online and in the paper to amplify the gift.
10% goes a long way
Percent of sales
Pledge a share of your September sales — even 10% — so every purchase your customers make gives back to kids with cancer.
Engage your team
Office-wide fundraiser
Rally your staff with a gold dress day, a match challenge, or a team donation drive that builds morale while raising funds.
Corporate partner
Event sponsorship
Sponsor a Going Gold event or the annual gala and put your brand behind the cause at the highest level.
Amplify
PCRF amplifies your message and your contribution — spreading the word and recognizing your support. Your commitment becomes a story that inspires other businesses, customers, and families to join in.
Community print ad
Honor your contribution in our upcoming print ad, celebrating your commitment to a brighter tomorrow.
Email & newsletter recognition
Celebrate your donation with photos and narrative in our upcoming emails and newsletters.
Social media
We’ll share your support across our channels to inspire others with your commitment.
Inspiration for photos & storytelling
Tell us why you’re going gold.
Record a 30-second video, or share a photo holding one of our Going Gold signs, and tell us your reason.
We’ll help you share your organization’s unique perspective and story — then amplify it across our social channels and our September 2026 campaign.
“I’m going gold to…”
Honor & remember
- Support a child or family member currently fighting cancer.
- Remember a child who passed away from cancer.
- Stand in solidarity with friends and neighbors affected.
Raise awareness
- Childhood cancer is the leading disease-related cause of death in US children.
- Few people realize how underfunded pediatric research is.
- Children’s cancers differ from adult cancers and need dedicated research.
Advocate for funding
- Only 4% of federal cancer research funding goes to pediatric cancers.
- Very few cancer treatments are designed specifically for children.
- Greater investment means faster progress toward cures.
Support families
- Ease some of the financial strain that treatment places on families.
- Provide mental health support for patients and families.
- Help families focus on their child, not the costs.
Drive research
- More than 41 children are diagnosed with cancer every day in the US.
- Survival rates for some pediatric cancers remain very low.
- New treatments and clinical trials are urgently needed.
Stand with my community
- Show support for those battling cancer publicly or privately.
- Stand in solidarity with everyone currently in treatment.
- Remind families they are not facing this alone.
When do I get started?
Commit today, create visibility in September.
We’d love your commitment in August, with videos and photos submitted by the end of the month for the September campaign. If you plan to donate a portion of sales, we recommend promoting it in the two weeks beforehand so customers know their purchase gives back to the community.
Early August
Commit to participate. Tell us what works for you, and we’ll shape an approach that reflects your values.
Late August
Finalize details for the September launch. Create your video and/or photos — we’re happy to come help if this isn’t your wheelhouse.
September
Launch the campaign, receive recognition, and inspire others to support the cause.