Pinktober: Think Before You Pink

ABC - Advocates For Breast Cancer: South Africa

Pinkwashing & Pinktober: Breast Cancer Awareness Month

Pink. The favourite colour of all little girls – painting their dreams in princess pink, beglittered nails, sparkling lipgloss, blushing cheeks and fairytale love.

Perhaps this is why pink was targeted to represent breast cancer awareness? Because breasts are supposedly all about ‘femininity’ and ‘beauty’? And yet, while pink does raise awareness about breast cancer, it is not nearly as effective as consumers think it is. Using the sweet prettiness of pink only serves to continue the social silencing of the reality of breast cancer by sugar-coating it in a feel-good reverie of makes-me-feel-good charity.

People with metastatic breast cancer find the arrival of Pinktober an infuriating frustration. 46 year old Laura Wells says, ‘Ironically, with advanced metastatic disease, all the great things pink stood for no longer apply to me. I am beyond prevention, beyond cure, beyond survivorship… beyond pink.’

Do we really need pink products to…

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