Why some breast cancer ‘awareness’ campaigns are getting flak

Marketers are reevaluating their efforts amid backlash over reports some organizations selling ‘pink ribbon’ merchandise have skimped on relaying the proceeds to research and treatment.

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A campaign against cancer seems like an easy PR win.

This October, sports teams are bedecked with fuchsia paraphernalia, and the campaign festooning retailers with pink ribbons is turning 25. The anniversary has many reevaluating whether “awareness” is a big enough goal for cancer advocates.

Tell @EsteeLauder positive thinking won’t prevent women from being dx’ed w/ & dying from #breastcancer. TAKE ACTION! https://t.co/7ObRZiv0tX pic.twitter.com/sCN7Hrw5Wt

— Breast Cancer Action (@BCAction) October 7, 2017

The activist organization Breast Cancer Action (BCAction) has launched a campaign to call out corporations that use breast cancer to sell merchandise while pocketing the lion’s share of the gross sale.

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