Thepink ribbon is an international symbol ofbreast cancer awareness. Pink ribbons, and the colorpink in general, identify the wearer or promoter with thebreast cancer brand and expressmoral support for people withbreast cancer. Pink ribbons are most commonly seen duringNational Breast Cancer Awareness Month.
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Charlotte Haley, a breast cancer survivor, introduced the concept of apeach-coloured breast cancer awareness ribbon.[when?] She attached them to cards which read, “TheNational Cancer Institute’s annual budget is 1.8 billion US dollars, and only 5 percent goes to cancer prevention. Help us wake up our legislators and America by wearing this ribbon.”[1]
Haley's publicity was carried out in agrassroots manner: she handed thousands of cards out at the local supermarket and wrote to influential US women, including formerFirst Ladies[who?] andDear Abby.[1]
For legal reasons,Self Magazine and other organisations used pink ribbons to promote awareness of breast cancer, rather than Haley's original peach colour.[1]
The colorpink is considered feminine in modern Western countries. It evokes traditional femininegender roles, caring for other people, being beautiful, being good, and being cooperative.[2]
The pink ribbon represents thecourage to fight breast cancer,hope for the future, and the charitable goodness of people and businesses who publicly support the breast cancer movement.[3] It is intended to evoke solidarity with women who currently have breast cancer.
Breast cancer organizations use the pink ribbon to associate themselves with breast cancer, to promote breast cancer awareness, and to support fundraising.[4] Some breast cancer-related organizations, such as Pink Ribbon International,[5] use the pink ribbon as their primary symbol.Susan G. Komen for the Cure uses a stylized "running ribbon" as their logo.[6]
While specifically representingbreast cancer awareness, the pink ribbon is also asymbol and aproxy of goodwill towards women in general.[7] Buying, wearing, displaying, or sponsoring pink ribbons signals that the person or business cares about women. The pink ribbon is a marketingbrand for businesses that allows them to promote themselves with women and identify themselves as being socially aware.[8] Compared to other women's issues, promotingbreast cancer awareness is politically safe.[9]
Each October, many products are emblazoned with pink ribbons, colored pink, or otherwise sold with a promise of a small portion of the total cost being donated to support breast cancer awareness or research.[10]
The first breast cancer awareness stamp in the U.S., featuring a pink ribbon, was issued 1996. As it did not sell well, anew stamp with an emphasis on research was designed. The new stamp does not feature the pink ribbon.
Wacoal launched a bra in 1999 known as the Awareness Bra, which features a pink ribbon on each band to remind women to be conscious of their breast health.[11] In 2001, the Fit for the Cure campaign was launched to raise funds forbreast cancer awareness and research. Wacoal donates toSusan G. Komen for every woman who participates in a complimentary fitting during Fit for the Cure.[12][13]
In Canada, the Royal Canadian Mint produced a silver commemorative breast cancer coin.[14] 15,000 coins were minted during 2006. On one side of the coin, a portrait of Her MajestyQueen Elizabeth is illustrated, while on the other side a pink ribbon has been enameled. Additionally, 30 million 25-cent coins were minted with pink ribbons during 2006 for normal circulation.[15] Designed by the mint's director of engraving, Cosme Saffioti, this colored coin is the second in history to be put into regular circulation.[16]
In most jurisdictions, the pink ribbon is consideredpublic domain. However, in Canada, theCanadian Breast Cancer Foundation claimed ownership of the ribbon as atrademark until it was voluntarily abandoned.[17]
The pink ribbon is frequently used incause-related marketing, a cooperation between non-profits and businesses to promote a product that also supports a cause. Because the pink ribbon is not licensed by any corporation, it is more open to being abused by businesses that donate little or none of their revenue to breast cancer research. While companies such as Estée Lauder have distributed over 70 million pink ribbons, and donated over $25 million to breast cancer research, other companies have been discovered using the pink ribbon inappropriately—either by not donating their profits, or by using the pink ribbon on products that include ingredients which cause cancer.[18]
Activism against pinkwashing targets breast cancer awareness and donation campaigns that are merely analibi. The origins of activism against pinkwashing have been dated to a 1985Breast Cancer Action (BCA) campaign.[citation needed] In 2002 activism against corporate pinkwashing gained international media coverage when the BCA launched its "Think before You Pink" campaign against companies or organisations "that claim to care about breast cancer by promoting a pink ribbon product, but at the same time produce, manufacture and/or sell products that are likely to cause the disease."[19] The "Think Before You Pink" campaign urged people to "do something besides shop."[20] The BCA has particularly excoriated major cosmetic companies such asAvon,Revlon, andEstée Lauder, which have claimed to promote women's health while simultaneously using known and/or suspected cancer-causing chemicals, such asparabens andphthalates in their products.[21]
As alternative to pinkwashing the BCA runs an annual awareness campaign"Breast Cancer Industry Month" to emphasize the costs of treatment.[22] TheSusan G. Komen Foundation, founded 1982 to end breast cancer forever, has also been criticized for pinkwashing because its corporate partnerships amount to little more thancause related marketing that encourage a culture of consumerism. In response to this criticism the Komen Foundation and the then New York Attorney GeneralEric Schneiderman established guidelines to helpconsumers understand what their donations support.[23] The use of breast cancer or the pink ribbon in cause marketing to promote products such asfirearms[24] orpornography has also drawn controversy.[25]
In her 2006 bookPink Ribbons, Inc.: Breast Cancer and the Politics of Philanthropy Samantha King claimed that breast cancer has been transformed from a serious disease and individual tragedy to a market-driven industry of survivorship and corporate sales pitch.[26] The book inspired a 2012National Film Board of Canada documentary,Pink Ribbons, Inc., directed byLéa Pool.[27][28]
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