My guess for the next flavor-of-the-month campaign: pancreatic cancer, or "Steven Jobs disease"
Could be. High profile cases will do that. It’s why Komen jumped to male “awareness” Brett Favre’s wife got breast cancer, it was already huge before then but was mostly in “female” products like yogurt with pink lids. I will admit some of the campaigns for Komen are pretty amusing, I especially like the “save third base” charity soft/baseball games.