The term that started a movement

BCAction coined the termpinkwashing in 2002 when we launched our Think Before You Pink® campaign.  Calling out pinkwashing and pink ribbon marketing culture is one of our three core programmatic priorities, and it is the heart of our nationallyknown and award-winning campaign, Think Before You Pink®.

Pinkwasher: (pink’-wah-sher) noun. A company or organization that claims to care about breast cancer by promoting a pink ribbon product, but at the same time produces, manufactures and/or sells products containing chemicals that are linked to the disease.

- Breast Cancer Action -


Think Before You Pink®
Our industry-changing 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. Read More

Learn more about each year’s problematic pinkwashers, campaign goals, and industry-changing wins. Read More

History and Accomplishments
Rooted in activism, Breast Cancer Action continues to hold the breast cancer industry accountable. Read More