Ice cream franchise, Baskin-Robbins is partnering with the McGrath Foundation next month to support Breast Cancer Awareness Month, donating 31 cents from every ‘Like’ its Facebook page receives.

The franchise is hoping to help place McGrath breast care nurses in communities across Australia to help increase breast awareness in young women, and has set its sights on raising more than $31,000 during October.

For every ‘Like’ Baskin-Robbins receives on its Facebook page throughout the month, it will donate 31 cents, up to a total of $31,000.

The goal of donating at least $31,000 in 31 cent increments is based on Baskin-Robbins’ 31 flavours offering. Its allegiance with Breast Cancer Awareness Month and the McGrath Foundation is also appropriate considering pink is widely-used in the franchise’s marketing, featuring heavily in the restaurant design, pink taster spoons and the brand’s mascot, Pinky.

Ian Martin, general manager, Baskin-Robbins Australia, said “Our friendship with the McGrath Foundation reinforces Baskin-Robbins’ commitment to the communities we serve. We hope our guests will help us reach our goal of donating up to $31,000 throughout October to help place McGrath Breast Care Nurses throughout Australia as well as increasing breast awareness in young women.”

Franchisees will continue to raise money for the charity year-round by placing donation boxes in their restaurants.

The Facebook promotion builds on Baskin-Robbins’ already established association with the McGrath Foundation via the Mount Franklin pink lid campaign which also runs throughout October and allows guests who purchase any ice cream product to then buy a 600ml Mount Franklin for just $1.50.