2004 Think Before You Pink® campaign

In 2004, the Think Before You Pink™ campaign focused on the inefficiency of funding breast cancer research by buying pink ribbon products.  Despite the popularity of pink cause marketing, we don’t know how much money is actually raised each year, how much is being spent, and where all the dollars are going. Without coordination of research, money is being wasted. BCActions’s Puzzle Project encouraged breast cancer research funders to coordinate their efforts to end the epidemic.  People taking action on the campaign watched a flash file about the problem, and then sent a message directly to the major breast cancer research funders about working together.


  • Messages sent by the public to research funders lead to Breast Cancer Action’s Answers Wanted Campaign.
  • Led to convening of first meeting of breast cancer research funders to discuss how to pool resources.