![Pink ribbon](https://upload.wikimedia.org/wikipedia/commons/b/b5/Pink_ribbon.svg)
The pink ribbon is an international symbol of
breast cancer awareness
Breast cancer awareness is an effort to raise awareness and reduce the stigma of breast cancer through education on symptoms and treatment. Supporters hope that greater knowledge will lead to earlier detection of breast cancer, which is associ ...
. Pink ribbons, and the color
pink
Pink is the color of a namesake flower that is a pale tint of red. It was first used as a color name in the late 17th century. According to surveys in Europe and the United States, pink is the color most often associated with charm, politeness, ...
in general, identify the wearer or promoter with the
breast cancer brand and express
moral support
Moral support is a way of giving support to a person or cause, or to one side in a conflict, without making any contribution beyond the emotional or psychological value of the encouragement by supporting them.
For example, in a war between two c ...
for women with
breast cancer
Breast cancer is cancer that develops from breast tissue. Signs of breast cancer may include a lump in the breast, a change in breast shape, dimpling of the skin, milk rejection, fluid coming from the nipple, a newly inverted nipple, or a re ...
. Pink ribbons are most commonly seen during
National Breast Cancer Awareness Month
Breast Cancer Awareness Month (BCAM), also referred to in the United States as National Breast Cancer Awareness Month (NBCAM), is an annual international health campaign organized by major breast cancer charities every October to increase awaren ...
.
History
![Breast Cancer Pink Ribbon](https://upload.wikimedia.org/wikipedia/commons/d/d7/Breast_Cancer_Pink_Ribbon.JPG)
Charlotte Haley, who had battled breast cancer, introduced the concept of a peach-colored breast cancer awareness ribbon. She attached them to cards saying, “''The National Cancer Institute’s annual budget is 1.8 billion US dollars, and only 5 percent goes to cancer prevention. Help us wake up our legislators and America by wearing this ribbon.''”
Haley was strictly grassroots, handing the cards out at the local supermarket and writing prominent women, everyone from former First Ladies to Dear Abby. Her message spread by word of mouth. Haley distributed thousands of these cards.
The peach colored ribbon of Haley aroused interest from Alexandra Penney, editor in chief of'' Self magazine'', who was working on'' Self magazines 1992 National Breast Cancer Awareness Month issue. She saw the initiative to adapt to Haley's idea by working with her. But Haley rejected the offer saying that Self's initiative was too commercial.
Unable to use Haley's peach ribbon for legal reasons, ''Self magazine'' and others interested in promoting breast cancer awareness with a ribbon as a symbol decided to go pink.
Meaning
The color
pink
Pink is the color of a namesake flower that is a pale tint of red. It was first used as a color name in the late 17th century. According to surveys in Europe and the United States, pink is the color most often associated with charm, politeness, ...
is considered feminine in modern Western countries. It evokes traditional feminine
gender role
A gender role, also known as a sex role, is a social role encompassing a range of behaviors and attitudes that are generally considered acceptable, appropriate, or desirable for a person based on that person's sex. Gender roles are usually cent ...
s, caring for other people, being beautiful, being good, and being cooperative.
The pink ribbon represents the
courage
Courage (also called bravery or valor) is the choice and willingness to confront agony, pain, danger, uncertainty, or intimidation. Valor is courage or bravery, especially in battle.
Physical courage is bravery in the face of physical pain, h ...
to fight breast cancer,
hope
Hope is an optimistic state of mind that is based on an expectation of positive outcomes with respect to events and circumstances in one's life or the world at large.
As a verb, its definitions include: "expect with confidence" and "to cherish ...
for the future, and the charitable goodness of people and businesses who publicly support the breast cancer movement. It is intended to evoke solidarity with women who currently have breast cancer.
Breast cancer organizations use the pink ribbon to associate themselves with breast cancer, to promote breast cancer awareness, and to support fundraising. Some breast cancer-related organizations, such as Pink Ribbon International, use the pink ribbon as their primary symbol.
Susan G. Komen for the Cure
Susan G. Komen (formerly known as Susan G. Komen for the Cure; originally as The Susan G. Komen Breast Cancer Foundation; often simply as Komen) is a breast cancer organization in the United States.
Komen focuses on patient navigation and advo ...
uses a stylized "running ribbon" as their logo.
While specifically representing
breast cancer awareness
Breast cancer awareness is an effort to raise awareness and reduce the stigma of breast cancer through education on symptoms and treatment. Supporters hope that greater knowledge will lead to earlier detection of breast cancer, which is associ ...
, the pink ribbon is also a
symbol
A symbol is a mark, sign, or word that indicates, signifies, or is understood as representing an idea, object, or relationship. Symbols allow people to go beyond what is known or seen by creating linkages between otherwise very different conc ...
and a
proxy
Proxy may refer to:
* Proxy or agent (law), a substitute authorized to act for another entity or a document which authorizes the agent so to act
* Proxy (climate), a measured variable used to infer the value of a variable of interest in climate ...
of goodwill towards women in general. Buying, wearing, displaying, or sponsoring pink ribbons signals that the person or business cares about women. The pink ribbon is a marketing
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
for businesses that allows them to promote themselves with women and identify themselves as being socially aware. Compared to other women's issues, promoting
breast cancer awareness
Breast cancer awareness is an effort to raise awareness and reduce the stigma of breast cancer through education on symptoms and treatment. Supporters hope that greater knowledge will lead to earlier detection of breast cancer, which is associ ...
is politically safe.
Products
Each October, many products are emblazoned with pink ribbons, colored pink, or otherwise sold with a promise of a small portion of the total cost being donated to support breast cancer awareness or research.
The first breast cancer awareness stamp in the U.S., featuring a pink ribbon, was issued 1996. As it did not sell well, a
new stamp with an emphasis on research was designed. The new stamp does not feature the pink ribbon.
Wacoal launched a bra in 1999 known as the Awareness Bra, which features a pink ribbon on each band to remind women to be conscious of their breast health. In 2001, the Fit for the Cure campaign was launched to raise funds for
breast cancer
Breast cancer is cancer that develops from breast tissue. Signs of breast cancer may include a lump in the breast, a change in breast shape, dimpling of the skin, milk rejection, fluid coming from the nipple, a newly inverted nipple, or a re ...
awareness and research. Wacoal donates to
Susan G. Komen
Susan G. Komen (formerly known as Susan G. Komen for the Cure; originally as The Susan G. Komen Breast Cancer Foundation; often simply as Komen) is a breast cancer organization in the United States.
Komen focuses on patient navigation and advo ...
for every woman who participates in a complimentary fitting during Fit for the Cure.
In Canada, the Royal Canadian Mint produced a silver commemorative breast cancer coin. 15,000 coins were minted during 2006. On one side of the coin, a portrait of Her Majesty
Queen Elizabeth is illustrated, while on the other side a pink ribbon has been enameled. Additionally, 30 million 25-cent coins were minted with pink ribbons during 2006 for normal circulation. Designed by the mint's director of engraving, Cosme Saffioti, this colored coin is the second in history to be put into regular circulation.
Intellectual property status
In most jurisdictions, the pink ribbon is considered
public domain
The public domain (PD) consists of all the creative work
A creative work is a manifestation of creative effort including fine artwork (sculpture, paintings, drawing, sketching, performance art), dance, writing (literature), filmmaking, ...
. However, in Canada, the
Canadian Breast Cancer Foundation
The Canadian Breast Cancer Foundation was a charitable organization which raised money to advance research, education, diagnosis and treatment of breast cancer. Established in 1986 by Nancy Tsai (then known as Nancy Paul), it worked to fund, suppor ...
claimed ownership of the ribbon as a
trademark
A trademark (also written trade mark or trade-mark) is a type of intellectual property consisting of a recognizable sign, design, or expression that identifies products or services from a particular source and distinguishes them from others ...
until it was voluntarily abandoned.
Criticism
The pink ribbon is frequently used in
cause-related marketing
Cause marketing is marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility, such as by including activist messages in advertising.
A similar phrase, ca ...
, a cooperation between non-profits and businesses to promote a product that also supports a cause. Because the pink ribbon is not licensed by any corporation, it is more open to being abused by businesses that donate little or none of their revenue to breast cancer research. While companies such as Estée Lauder have distributed over 70 million pink ribbons, and donated over $25 million to breast cancer research, other companies have been discovered using the pink ribbon inappropriately—either by not donating their profits, or by using the pink ribbon on products that include ingredients which cause cancer.
Pinkwashing
Activism against pinkwashing targets breast cancer awareness and donation campaigns that are merely an
alibi
An alibi (from the Latin, '' alibī'', meaning "somewhere else") is a statement by a person, who is a possible perpetrator of a crime, of where they were at the time a particular offence was committed, which is somewhere other than where the crim ...
. The origins of activism against pinkwashing have been dated to a 1985
Breast Cancer Action
Breast Cancer Action (BCAction) is a U.S.-based grassroots education and activist organization driven by and supporting people living with breast cancer. It was founded in 1990 by Elenore Pred, Susan Claymon, and Linda Reyes. Based in San Franci ...
(BCA) campaign. In 2002 activism against corporate pinkwashing gained international media coverage when the BCA launched its "Think before You Pink" campaign against companies or organisations "that claim to care about breast cancer by promoting a pink ribbon product, but at the same time produce, manufacture and/or sell products that are likely to cause the disease." The "Think Before You Pink" campaign urged people to "do something besides shop." The BCA has particularly excoriated major cosmetic companies such as
Avon,
Revlon
Revlon, Inc. is an American multinational company dealing in cosmetics, skin care, fragrance, and personal care. The headquarters of Revlon was established in New York City on March 1, 1932, where it still remains. Revlon was founded by brothe ...
, and
Estée Lauder, which have claimed to promote women's health while simultaneously using known and/or suspected cancer-causing chemicals, such as
parabens
Parabens are a class of widely used preservatives in cosmetic and pharmaceutical products. Chemically, they are a series of parahydroxybenzoates or esters of parahydroxybenzoic acid (also known as 4-hydroxybenzoic acid). Parabens are effective p ...
and
phthalates
Phthalates (, ), or phthalate esters, are esters of phthalic acid. They are mainly used as plasticizers, i.e., substances added to plastics to increase their flexibility, transparency, durability, and longevity. They are used primarily to soften ...
in their products.
As alternative to pinkwashing the BCA runs an annual awareness campaign ''"Breast Cancer Industry Month"'' to emphasize the costs of treatment. The
Susan G. Komen Foundation
Susan G. Komen (formerly known as Susan G. Komen for the Cure; originally as The Susan G. Komen Breast Cancer Foundation; often simply as Komen) is a breast cancer organization in the United States.
Komen focuses on patient navigation and advo ...
, founded 1982 to end breast cancer forever, has also been criticized for pinkwashing because its corporate partnerships amount to little more than
cause related marketing
Cause marketing is marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility, such as by including activist messages in advertising.
A similar phrase, ca ...
that encourage a culture of consumerism. In response to this criticism the Komen Foundation and the then New York Attorney General
Eric Schneiderman
Eric Tradd Schneiderman (born December 31, 1954) is an American lawyer and politician who served as the 65th Attorney General of New York from 2011 until his resignation in May 2018. Schneiderman, a member of the Democratic Party, spent ten year ...
established guidelines to help
consumers
A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. T ...
understand what their donations support. The use of breast cancer or the pink ribbon in cause marketing to promote products such as
firearm
A firearm is any type of gun designed to be readily carried and used by an individual. The term is legally defined further in different countries (see Legal definitions).
The first firearms originated in 10th-century China, when bamboo tubes ...
s
or
pornography
Pornography (often shortened to porn or porno) is the portrayal of sexual subject matter for the exclusive purpose of sexual arousal. Primarily intended for adults, has also drawn controversy.
In her 2006 book ''Pink Ribbons, Inc.: Breast Cancer and the Politics of Philanthropy'' Samantha King claimed that breast cancer has been transformed from a serious disease and individual tragedy to a market-driven industry of survivorship and corporate sales pitch.
The book inspired a 2012
National Film Board of Canada
The National Film Board of Canada (NFB; french: Office national du film du Canada (ONF)) is Canada's public film and digital media producer and distributor. An agency of the Government of Canada, the NFB produces and distributes documentary f ...
documentary, ''
Pink Ribbons, Inc.
''Pink Ribbons, Inc.'' is a 2011 National Film Board of Canada (NFB) documentary about the pink ribbon campaign, directed by Léa Pool and produced by Ravida Din. The film is based on the 2006 book ''Pink Ribbons, Inc: Breast Cancer and the Politi ...
'', directed by
Léa Pool
Léa Pool C.M. (born 8 September 1950) is a Swiss-Canadian filmmaker who taught film at the Université du Québec à Montréal. She has directed several documentaries and feature films, many of which have won significant awards including the ...
.
Other meanings
* Pink ribbons for girls (and blue for boys) were used from the mid-19th century on christening gowns in Paris, and to a limited extent in the United States.
In
St. Petersburg
Saint Petersburg ( rus, links=no, Санкт-Петербург, a=Ru-Sankt Peterburg Leningrad Petrograd Piter.ogg, r=Sankt-Peterburg, p=ˈsankt pʲɪtʲɪrˈburk), formerly known as Petrograd (1914–1924) and later Leningrad (1924–1991), i ...
(Russia) ribbons of the same color scheme were used on white
funeral shrouds for children
See also
*
Awareness ribbon
Awareness ribbons are symbols meant to show support or raise consciousness for a cause. Different colours and patterns are associated with different issues.
Yellow ribbons, in the United States, are used to show that a close family member is a ...
*
List of awareness ribbons
This is a partial list of awareness ribbons. The meaning behind an awareness ribbon depends on its colors and pattern. Since many advocacy groups have adopted ribbons as symbols of support or awareness, ribbons, particularly those of a single col ...
References
{{Awareness ribbon
Breast cancer awareness
Ribbon, pink
Awareness ribbon