October is the month of “pink”. We all know it is coming and what it represents. Over the years we have been inundated with pink ribbons and pink products ranging from yogurt and candy to jewelry, clothing, makeup, footwear and pink newspapers. The list goes on.
The pink ribbon was introduced 1991 as a way to support women, promote awareness and support fundraising.
Wearing pink makes us feel good. It makes us feel like we are doing something positive.
I will let you in on a little secret about myself. I love to shop. I admit it, but yes, I have fallen victim to on-line shopping and all the promotions I find in my email “inbox” each morning. Those 40% off coupons lure me in. My husband knows I have been “at it” when he arrives home to see all the boxes sitting at the front door. So, Tuesday seemed like any other day as I woke and checked my email. Once again my inbox was flooded with deals only this time they were all promotions to benefit breast cancer. Typically I would look at the deals and not give a lot of thought to the process but this time I started to think differently. I took a step back and tried to figure out what was bothering me about all these promotions. On the surface, they seem well-intentioned and supportive but honestly, I have always questioned them.
Have you noticed over time, little by little, these products and promotions have been infiltrating the breast cancer campaign? It is the kind of thing we don’t think about until one day it just kind of hits you over the head and you realize what is happening. It is that tipping point when you truly realize how the breast cancer movement has become incredibly commercialized, over saturated with pink and lost some of its’ mojo as we become desensitized to it all.
I really wonder, is this activity truly benefiting patients or distracting us from what we should be focused on? Are these companies forgoing profits to make large donations to the cause or are they generating business and good publicity while making a donation they may have made regardless of sales? Have we lost our way?
This may surprise some but I have never bought into the whole pink thing and have never worn items with breast cancer logos or even a pink ribbon. I never really could quite put my finger on it, articulate why I had these mixed feelings but have had them for years.
Why am I so torn? After all, I been treated for breast cancer and ironically diagnosed in October, the month of “pink” and “breast cancer awareness”. One reason may be because I was diagnosed with a different lethal cancer as well, one without a colored ribbon (at least that I know of) or an “awareness month.” Cancer needs to be stopped no matter what type it is. Should I wear different color ribbons for each one?
Two years ago, the NY Times Magazine ran a cover story called “Our Feel Good War on Breast Cancer.” The article seemed to validate a lot of what I was feeling. I felt like there was a disconnect between the pink paraphernalia and the seriousness of the situation; women increasingly diagnosed with breast cancer, enduring the difficult ordeal that follows and many still dying of the disease.
The ribbon has created “awareness.” But today, unless you live under a rock, you are aware. So, what are we really trying to accomplish with all this pink saturating the market and are we really changing outcomes? Have people moved on to other causes?
When I am trying to form an opinion, I always go back to the facts. After 14 years of pink ribbons the numbers have not changed significantly year over year, despite all the awareness and pink products.*
Not a lot of ways to positively spin these facts.
This year I say, let’s not turn away but think differently when we see pink all around us.
Think about becoming more proactive than just buying something pink or wearing a pink bracelet.
Think about where your hard-earned money is going. Take control over your donation and support programs where you understand how your donation being used and how is it making an impact.
Let us start thinking about how to take this cause to the next level and start to ask ourselves questions about why these numbers haven’t changed and how we can look at ways to minimize risk, prevent occurrences and support efforts of researchers to find better ways to treat it. We all should have a vested interest and not settle or become uninterested. 1 in 8 women will be diagnosed with breast cancer in their lifetime. We are all in this together.