Posted on September 14, 2022

By Zoë Christopher, Operations Manager and Program 

20 years. 20 years!

It was 20 years ago in October that we started Think Before You Pink®, ignited a movement, and changed the breast cancer landscape forever.

Together, we push back on “awareness” that doesn’t include action, pinkwashing, misinformation, and the sexualization of breast cancer – and we’ll do it again together this year.

We formally launched Think Before You Pink® in 2002 with a ¾ page ad in the New York Times calling out companies whose pink ribbon promotions did more for company profits than for the breast cancer cause. Since the inception of the campaign, pink ribbon marketing and culture have evolved, and so have we.

Today we are standing at the ready to call out modern-day trivialization, normalization, and straight-up nonsense surrounding breast cancer during October. Are you ready?

Here’s how you can get in on the action ahead of the Think Before You Pink® launch on October 1:

  • Let us know if you see any pink ribbon marketing campaigns! The flurry of pink ribbon products has already started. Let us know what you see by emailing, or tagging us on Facebook, Instagram, or Twitter @bcaction.
  • Get your community ready to take action. Stay tuned for the launch of our campaign October 1st and tell your friends, family, and colleagues to join us in action. Make sure you follow us on social media and sign up for our email list now, so you can share posts and forward actions to your circle.
  • Download our resources. We’ve made it easy to debunk pink ribbon marketing culture with the following resources: Questions to Ask Before You Buy Pink, Questions Before You Walk for Breast Cancer, and the History of the Pink Ribbon.
  • Help make this work possible with a donation. Breast Cancer Action refuses funding from any corporations that profit from or contribute to the breast cancer epidemic. Your contribution helps to continue our work.

Thank you for your ongoing work to disrupt the breast cancer industry and call out corporate giants, mega-nonprofits, and government leaders who exploit the goodwill of the breast cancer community for their own gain in October.

And remember! – Stay tuned for the launch of our 2022 Think Before You Pink® campaign on October 1st.