Back in the 50's, breast cancer was a taboo topic. Women that were diagnosed felt obliged to keep the diagnosis hush-hush, it was spoken of only in whispers and shrouded in fear. Radical surgeries, highly toxic treatments, and social stigma left women that were diagnosed devastated by the disease. The 60's and 70’s saw some improvement to this, as stories of survival gained public attention, women’s health initiatives grew, and the American Cancer Society stepped up its communications efforts. The 80's brought the onset of the "breast cancer awareness" movement, a result of growing disease incidence and news media propagation. Emotionally evocative breast cancer stories filled media air time and made the cover of prominent magazines.
No doubt about it, the evolution of breast cancer consciousness is responsible for reducing breast cancer deaths. As the subject became more "normalized" and less taboo, pro-health communications campaigns circulated. The disease went from something never spoken of to something discussed in nearly any social circumstance. The message of "early detection" found its way to more and more women, resulting in more cancers identified during early treatable stages. With cancers identified sooner, the survival rate increased. Early breast cancer benevolent groups were effective in saving thousands of lives.
Awareness walks emerged, effectively serving the dual purpose of visually reminding the public of the breast cancer epidemic and bringing participants together in productive collaborations. The “charity walk” paradigm spread, with well meaning walker/fundraisers now having to choose one beneficiary alliance over another. Two day walks, three day walks, relay walks, regional walks...the field of breast cancer walks and coalitions grew. While raising money for the cause, participants in these humanitarian walk efforts gained real benefits of increased self-esteem, social/emotional networking, and empowerment. Before long, hospitals began sponsoring their own breast cancer "awareness raising" events which, not just by coincidence, reflected positively on their marketing agendas.
As the movement twisted, turned and wove a complex web, corporate America jumped onboard, its marketing gurus seeing the potential of “cause association” advertising. The pink ribbon, inspired by the success of the AIDS awareness ribbon, became associated with the breast cancer cause. Beginning in the early 1990’s, breast cancer charities, in their zeal to collect as much money as possible, began partnering with profit-driven entities for whom "altruism" ranked 2nd to "product promotion". As evidence of its potential economic collateral mounted, charitable organizations like Komen sought registered trademarks in the use of the iconic pink ribbon symbol. Promising varying percentages of product profits, corporations inked the evocative pink ribbon on everything from soup cans to pot scrubbers, lest there be any question of their stance "for the cure" (as opposed to "against the cure"?). Competitive Corporate America, driven to distinguish brands and products, jumped by the hundreds into the sacks of bloated breast cancer non-profits. The proliferation of the ubiquitous breast cancer "pink ribbon" began to actually mimic cancer, spreading to a point of phenomenal "pink noise". Cause-related marketing spread like an uncontrolled disease. The pink ink syndrome occurred particularly during October, which was deemed Breast Cancer Awareness month. (Folks, I assure you that breast cancer is a year round disease). Discriminating companies, those supporting the most effective breast cancer organizations, have truly made a remarkable impact in saving lives from the grips of breast cancer. However, some of the tremendous earlier efforts to reduce fear have become eroded by the overwhelming use of the pink ribbon on consumer products. For many, particularly those directly impacted by breast cancer, the repetitive visual reminder is not unlike the incessant “nevermore” reiterations of Poe’s Raven.
That was then, this is now. From its beginnings in the mid-twentieth century to the pink ribbon period, the “awareness” and “commercialization” chapters of breast cancer are waning. A new and exciting chapter in the fight against breast cancer is commencing, one that will not only eradicate breast cancer, but will also shed light on stopping cancers of all types. This final chapter is focused on stopping breast cancer before it starts. It requires targeted, collaborative, and concerted research partnerships. And, this cancer prevention research, in order to be truly fruitful and expeditious, requires scientifically significant study enrollment.
So, back to the grass roots that got us this far. Just as Dr Susan Love and other grandmothers of the breast cancer movement effectively engaged humanity in life-saving breast cancer awareness, the time has arrived for women and men to become engaged in research that will prevent the disease from occurring all together.
Wise organization like the National Breast Cancer Coalition, the Avon Breast Cancer Foundation, and the Army of Women are leading the way, calling for an end to breast cancer by 2020. So far, half a million ordinary people have committed to the solution, ready to write the next chapter against breast cancer. The Army of Women research database, and the technology that enables it, are the wave of the future. This time, the grass roots span the entire global community. Any individual, anywhere in the world that has internet access, can act to be part of the solution by simply allowing researchers to study their lifestyles and health. It’s about significant research acceleration enabled by the participation of ordinary people. This new chapter of the breast cancer legacy will take the ribbon that was once used to symbolize breast cancer and use it to tie the disease up – forever. Join the Avon/Love Army of Women today at www.armyofwomen.org and be part of the countdown to the end of breast cancer.
No doubt about it, the evolution of breast cancer consciousness is responsible for reducing breast cancer deaths. As the subject became more "normalized" and less taboo, pro-health communications campaigns circulated. The disease went from something never spoken of to something discussed in nearly any social circumstance. The message of "early detection" found its way to more and more women, resulting in more cancers identified during early treatable stages. With cancers identified sooner, the survival rate increased. Early breast cancer benevolent groups were effective in saving thousands of lives.
Awareness walks emerged, effectively serving the dual purpose of visually reminding the public of the breast cancer epidemic and bringing participants together in productive collaborations. The “charity walk” paradigm spread, with well meaning walker/fundraisers now having to choose one beneficiary alliance over another. Two day walks, three day walks, relay walks, regional walks...the field of breast cancer walks and coalitions grew. While raising money for the cause, participants in these humanitarian walk efforts gained real benefits of increased self-esteem, social/emotional networking, and empowerment. Before long, hospitals began sponsoring their own breast cancer "awareness raising" events which, not just by coincidence, reflected positively on their marketing agendas.
As the movement twisted, turned and wove a complex web, corporate America jumped onboard, its marketing gurus seeing the potential of “cause association” advertising. The pink ribbon, inspired by the success of the AIDS awareness ribbon, became associated with the breast cancer cause. Beginning in the early 1990’s, breast cancer charities, in their zeal to collect as much money as possible, began partnering with profit-driven entities for whom "altruism" ranked 2nd to "product promotion". As evidence of its potential economic collateral mounted, charitable organizations like Komen sought registered trademarks in the use of the iconic pink ribbon symbol. Promising varying percentages of product profits, corporations inked the evocative pink ribbon on everything from soup cans to pot scrubbers, lest there be any question of their stance "for the cure" (as opposed to "against the cure"?). Competitive Corporate America, driven to distinguish brands and products, jumped by the hundreds into the sacks of bloated breast cancer non-profits. The proliferation of the ubiquitous breast cancer "pink ribbon" began to actually mimic cancer, spreading to a point of phenomenal "pink noise". Cause-related marketing spread like an uncontrolled disease. The pink ink syndrome occurred particularly during October, which was deemed Breast Cancer Awareness month. (Folks, I assure you that breast cancer is a year round disease). Discriminating companies, those supporting the most effective breast cancer organizations, have truly made a remarkable impact in saving lives from the grips of breast cancer. However, some of the tremendous earlier efforts to reduce fear have become eroded by the overwhelming use of the pink ribbon on consumer products. For many, particularly those directly impacted by breast cancer, the repetitive visual reminder is not unlike the incessant “nevermore” reiterations of Poe’s Raven.
That was then, this is now. From its beginnings in the mid-twentieth century to the pink ribbon period, the “awareness” and “commercialization” chapters of breast cancer are waning. A new and exciting chapter in the fight against breast cancer is commencing, one that will not only eradicate breast cancer, but will also shed light on stopping cancers of all types. This final chapter is focused on stopping breast cancer before it starts. It requires targeted, collaborative, and concerted research partnerships. And, this cancer prevention research, in order to be truly fruitful and expeditious, requires scientifically significant study enrollment.
So, back to the grass roots that got us this far. Just as Dr Susan Love and other grandmothers of the breast cancer movement effectively engaged humanity in life-saving breast cancer awareness, the time has arrived for women and men to become engaged in research that will prevent the disease from occurring all together.
Wise organization like the National Breast Cancer Coalition, the Avon Breast Cancer Foundation, and the Army of Women are leading the way, calling for an end to breast cancer by 2020. So far, half a million ordinary people have committed to the solution, ready to write the next chapter against breast cancer. The Army of Women research database, and the technology that enables it, are the wave of the future. This time, the grass roots span the entire global community. Any individual, anywhere in the world that has internet access, can act to be part of the solution by simply allowing researchers to study their lifestyles and health. It’s about significant research acceleration enabled by the participation of ordinary people. This new chapter of the breast cancer legacy will take the ribbon that was once used to symbolize breast cancer and use it to tie the disease up – forever. Join the Avon/Love Army of Women today at www.armyofwomen.org and be part of the countdown to the end of breast cancer.
