Abstract
The pink ribbon is a ubiquitous fixture on the consumer landscape of contemporary America. Emerging over the last two decades as the symbol for the fight being waged against breast cancer, the color and image now adorn packaging for everything from trash bags to cosmetics, cereal to cleaning products, postage stamps to guacamole. The already pink Energizer bunny now dons a pink ribbon as he keeps going and going to fight breast cancer as well as power the nation‘s electronic devices. The National Football League donned pink during October 2009 in support of October‘s National Breast Cancer Awareness Month and Muslim women veiled themselves in pink hijabs for the annual Global Pink Hijab Day at the end of October. 1
Highlights
The Pink Ribbon campaign can be said to have reached brand franchise proven by the shear fact that 67% of women said that breast cancer is their number one health concern when, as mentioned previously, the health statistics do not support that this should be so
Even though pinkwashing efforts seem to be targeted at consumers who are mostly women, breast cancer is personified not by the real life women struggling to cope with the disease, but by a small pink ribbon that can be affixed to any number of products
From the outset, Komen for the Cure has been committed to finding a cure for breast cancer
Summary
These numbers encompass an advertising/marketing juggernaut in which dozens of high profile national sponsors help Komen for the Cure raise millions annually to continue its work against breast cancer. The Pink Ribbon campaign can be said to have reached brand franchise proven by the shear fact that 67% of women said that breast cancer is their number one health concern when, as mentioned previously, the health statistics do not support that this should be so.
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