Breast cancer advocacy and awareness efforts are a type of health advocacy. Breast cancer advocates raise funds and lobby for better care, more knowledge, and more patient empowerment. They may conduct educational campaigns or provide free or low-cost services. Breast cancer culture, sometimes called pink ribbon culture, is the cultural outgrowth of breast cancer advocacy, the social movement that supports it, and the larger women's health movement.
The goal of breast cancer awareness campaigns is to raise the public's "brand awareness" for breast cancer, its detection, its treatment, and the need for a reliable, permanent cure. Increased awareness has increased the number of women receiving mammograms, the number of breast cancers detected, and the number of women receiving biopsies (Sulik 2010, pages 157–210). It has also shifted the stage at which breast cancers are detected, so that more tumors are discovered in an earlier, more treatable stage. Marketing efforts have significantly reduced the stigma associated with the disease.
Generally speaking, breast cancer awareness campaigns have been highly effective in getting attention for the disease. Breast cancer receives significantly more media coverage than other prevalent cancers, such as prostate cancer (Arnst 2007).
Each year, the month of October is recognized as National Breast Cancer Awareness Month by most governments, the media, and cancer survivors. The month-long campaign has been called Pinktober because of the proliferation of pink goods for sale, and National Breast Cancer Industry Month by critics like Breast Cancer Action (Sulik 2010, pages 48, 370). NBCAM was begun in 1985 by the American Cancer Society and pharmaceutical giant AstraZeneca, which manufactures breast cancer drugs Arimidex and ta moxifen. The primary purpose has been to promote mammography and other forms of early detection as the most effective means of saving lives (King 2006, page xxi). The heightening concerns of breast cancer risks have led to an increase of women getting mammography screenings. The money that the American Cancer Society raises from this walk is used to provide these programs, screenings and treatment for those who have breast cancer.
Typical NCBAM events include fundraising-based foot races, walk-a-thons, and bicycle rides (Ehrenreich 2001). Participants solicit donations to a breast cancer-related charity, in return for their promise to run, walk, or ride in the event. These mass-participation events effectively signal to society that breast cancer survivors have formed a single, united group that speaks, acts and believes the same things, without any significant internal dissension (Sulik 2010, page 56). They also reinforce the cultural connection between each individual's physical fitness and moral fitness (King 2006, pages 46–49). Typically, one-quarter to one-third of the money donated is spent on advertising and organizing the event itself (Ehrenreich 2001).
Various landmarks are illuminated in pink lights as a visible reminder of breast cancer, and public events, such as American football games, may use pink equipment or supplies. In 2010, all King Features Syndicate comic strips on one Sunday were printed in shades of red and pink, with a pink ribbon logo appearing prominently in one panel.
Private companies may arrange a "pink day", in which employees wear pink clothes in support of breast cancer patients, or pay for the privilege of a relaxed dress code, such as Lee National Denim Day (Ehrenreich 2001). Some events are directed at people in specific communities, such as the Global Pink Hijab Day, which was started in America to encourage appropriate medical care and reduce the stigma of breast cancer among Muslim women, and Male Breast Cancer Awareness Week, which some organizations highlight during the third week of October. Most events are well-received, but some, like the unauthorized painting of the Pink Bridge in Huntington, West Virginia, are controversial.
The goal of breast cancer awareness campaigns is to raise the public's "brand awareness" for breast cancer, its detection, its treatment, and the need for a reliable, permanent cure. Increased awareness has increased the number of women receiving mammograms, the number of breast cancers detected, and the number of women receiving biopsies (Sulik 2010, pages 157–210). It has also shifted the stage at which breast cancers are detected, so that more tumors are discovered in an earlier, more treatable stage. Marketing efforts have significantly reduced the stigma associated with the disease.
Generally speaking, breast cancer awareness campaigns have been highly effective in getting attention for the disease. Breast cancer receives significantly more media coverage than other prevalent cancers, such as prostate cancer (Arnst 2007).
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Various landmarks are illuminated in pink lights as a visible reminder of breast cancer, and public events, such as American football games, may use pink equipment or supplies. In 2010, all King Features Syndicate comic strips on one Sunday were printed in shades of red and pink, with a pink ribbon logo appearing prominently in one panel.
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