by Robin Turner

P – Perform breast self-examinations monthly
I – Inform your doctor of any breast changes immediately
N – Never miss a mammogram after age 40
K – Know your family medical history

Since October 1^st, everywhere you go and everywhere you look everything has been “pinked” – from soup cans and bottled water to jewelry, accessories and even candy.  This happens every year during October, Breast Cancer Awareness month.  For the most part, this is a good thing because it increases awareness and honors survivors and many who have lost their lives to breast cancer.  However, at the same time, many of the companies that pink themselves are donating very little (if anything at all) to actually raising money for breast cancer research, prevention or educations programs.

Take the NFL for example.  Turn on any game in October and the players, coaches, officials, cheerleaders and fans are all wearing anything pink – from ribbons and cleats, to towels and warm ups.  They raise millions of dollars from their NFL Breast Cancer Awareness merchandise, but less than 10% of the funds raised actually go to breast cancer research according to BusinessInsider.com.  And, approximately 50% of those funds go directly to the “retailers”.  The retailers in many cases are the NFL themselves through their official online site, and team or stadium stores.  In essence, the NFL and other companies like it are making millions of dollars in the name of supporting breast cancer, but pocketing the majority of those funds to add to their $10 billion in annual revenues.   And from what I can tell, there is very little messaging, if any, promoting breast cancer prevention or early detection. This is not right!

On the other hand, I was pleased to see Belk’s television commercials not just promoting pink apparel, but also promoting that women get their mammograms, which is one method believed to increase early detection and increase more effective treatment of breast cancer.  Belk also supports mobile mammography efforts in some local communities. They “Pink with Purpose”.

Generally, there is nothing wrong with buying and wearing pink merchandise in honor of breast cancer survivors and those who have lost their lives to breast cancer.  I do it myself.  But, companies that profit from the pain of breast cancer should do more than merely add a pink ribbon to their logo or sell pink merchandise for thirty-one days in October to increase their bottom line.

If we as individuals want to truly support finding a cure for breast cancer that affects nearly 1 – 8 women, then forgo purchasing pink products that may or may not support cancer research and make a donation directly to the American Cancer Society, local cancer research hospitals supporting your community, or organizations that you know truly support the fight!