At the end of September and beginning of October, the color pink suddenly appears to be ubiquitous. Products come in pink versions or have a pink ribbon added, food boxes have a pink ribbon on them, and magazines have cover stories about breast cancer. This would be because of National Breast Cancer Awarness Month, which celebrated its twenty-fifth anniversary in 2009.
History
National Breast Cancer Awareness Month was started by the pharmaceutical company Astra-Zeneca. Other sponsors have joined in supporting the cause, including the American Cancer Society, the American College of Obstetricians and Gynecologists and CancerCare, among others.
Function
The idea of this awareness month is to increase knowledge about the disease, awareness of breast self-exams, provide more access to screening tools, increase dialogue about the disease, and to share information among organizations and breast cancer-related agencies.
Marketing
National Breast Cancer Awareness Month has turned into a huge marketing opportunity. Starting in September and going through October, companies put pink ribbons on their products and pledge money to breast cancer organizations, which entices people to buy the products.
Benefits
During October, people who may not otherwise have access to screening tools or health education may have more opportunities to obtain these things because of more free lectures, screenings or programs.
Potential
The main focus on National Breast Cancer Awareness Moneth has been finding a cure (and continues to be), and several cancer organizations are starting to realize that it is more than that; more research needs to be done on environmental factors in the disease, less toxic treatmentsm and supporting young women and men with the disease.
