In 2017, WWE started promoting the "Unleash Your Warrior" breast cancer awareness campaign in partnership with the Susan G. Komen Foundation, where Warrior's likeness was promoted on television by WWE wrestlers and breast cancer survivors. WWE has been criticized for using Warrior as the inspirational "emblem" of the campaign. "Pro Wrestling Torch" described Warrior in real-life having made public "vile, bigoted, hateful, judgmental comments about a cancer victim, Hurricane Katrina victims, homosexual people, a woman defending a gay man, and even Martin Luther King Jr." For example, when Bobby Heenan contracted cancer, Warrior said, "Karma is just a beautiful thing to behold." "Vice" wrote that "completely whitewashing his past and elevating his likeness to a bland symbol of corporate altruism is shockingly tone-deaf, especially for a company that's at least outwardly trying to appear progressive, inclusive and diverse". In response, WWE said that the Unleash Your Warrior campaign and the Warrior Award "recognize individuals that exhibit the strength and courage of WWE's legendary character The Ultimate Warrior. Any attempt to distract from the mission of these initiatives and take the spotlight away from the honorees is unfortunately misguided."