Pink pot scrubbers and buckets-for-the-cure

Breast cancer is big business in America. No, I am not being cynical, jaded, overly critical. We all want "the cure" to be found. It's just that the ubiquitous bubble-gum-pink "ribbon" is so darn prevalent, so pervasive, there is no escaping it. It's in the supermarkets, throughout magazine ads, on apparel - a thick fog of "pink soup". As a breast cancer survivor, I find this both fascinating and appalling. As a marketing specialist, I find it interesting that corporate decision makers fail to realize the potentially deafening effect of pink ribbon noise.

I have a few problems with the pink ribbon conundrum. First, breast cancer is not the only disease that takes lives. It's hard not to respect famous grieving sisters raising billions for "the cure". I want to point out, however, that many people suffer and die from lung, colon, ovarian, and uterine cancers as well. In some ways, the pink-ness draws attention and resources away from these cancer types. Second, too many companies are too quick to "slap the ribbon on the container" with only a shallow understanding of the various breast cancer support organizations. These organizations vary widely in how they ACTUALLY benefit real people struggling with the disease, and in how the funds managed specifically benefit productive research. (My favorite is the Avon Foundation for Women/Avon Breast Cancer Crusade, which supports specific, tracked research, access to disease screening, AND real patient support.)

Lastly, and speaking on behalf of thousands like me, the visual assault of pink breast cancer ribbons has the potential to negatively impact quality of life - for survivors trying to move on, for those traumatized by the loss of a loved one, and thousands that justifiably live in fear of developing the disease.

So, what "inspired" me to share these thoughts today? Me, the breast cancer activist, fundraiser, counselor, and crusader? A friend recently gifted me with a pink "pot scrubber for the cure". A pot scrubber for the cure? The gift, a sweet gesture, was intended as proof by this individual that "See. I support you and the cause." Under other circumstances, a pot scrubber would not be deemed an appropriate "friendship" gift, would it? But, alas, it was..pink! Corporations use the same mentality as my dear friend. "See? We care! See the little ribbon on our product? It makes our company somehow worthy of your "friendship", somehow demonstratively "good."" Ugh.

Then, I saw the new Kentucky Fried Chicken ad, announcing the "buckets for the cure" program. What! No! Not the KFC bucket!!! Is there no end to the pinkness? Please, KFC. Don't just tell me you care. Tell me why! Tell me how you believe the money you'll donate per bucket purchased will really HELP, beyond adding to the coffers of an already ENORMOUS mega-charity. Put your creative team to work on that! I have to believe, with their combined salaries, that they are capable of more.

Lest I sound ungrateful for all the research that will hopefully spare my daughter and son from the suffering caused by breast cancer, I must add that breast cancer awareness, done right, really does save lives. The research for breast cancer cures will shed light on other diseases, as well. And, some charities make All the difference to individual patients and their families. I celebrate my survival every day, made possible in part by the pharmaceutical industry and improved chemo drugs. But, I know I am not alone in hoping for the pink bubble to deflate, please, just a bit.