Think Before You Pink® launched in 2002 in response to the growing concern about the number of pink ribbon products on the market. The campaign calls for more transparency and accountability by companies that take part in breast cancer fundraising, and encourages consumers to ask critical questions about pink ribbon promotions.
“A (R)Evolution” connects the dots across more than 20 years of pink ribbons and breast cancer fundraising, revealing that the foundational system that enables and encourages profiteering off of breast cancer while framing consumerism as the solution is rampant, unchecked capitalism.
Scrutinizing 1) the Manipulation of Media, Marketing, and Advertising, 2) Disinformation and the Suppression of Scientific Evidence, and 3) Political Influence and Interference, the campaign exposes strategies by which profit is put before public health across industries, allowing for bad actors to line their pockets as the breast cancer crisis continues.
Now it’s bigger than pink post-its, pink ribbon perfume, and pink personal care products. Industry tactics have evolved. Pink ribbon marketing campaigns have become less blatant and their deceptive marketing strategies can be harder to spot.
But our Think Before You Pink® campaign has evolved as well. Think Before You Pink: A (R)Evolution doesn’t just call out one specific pink product. We’re calling out gross, profit-above-all-else capitalism as the common denominator throughout two decades of our Think Before You Pink® campaigns.
The term that started a movement. Breast Cancer Action coined the term pinkwashing as part of our Think Before You Pink® campaign.
Our Think Before You Pink® campaigns have been featured on the Colbert Report and The Daily Show.
To much of the media and the world at large, the pink ribbon is the breast cancer movement. Where did the ribbon come from, where is it going, and what has it meant along the way?