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Breast Cancer Awareness: What Are We Buying Into?

Written by jaz for - News, commentary and community for reproductive justice.

Breast cancer awareness has become synonymous with the ubiquitous pink ribbon. Everyone know what the pink ribbon means, it's successfully become a logo associated with the disease. Since October is Breast Cancer Awareness Month, you have most likely seen the pink ribbon plastered on everything from potato chips to dryer sheets to alcohol. There are numerous commercials promoting that if you buy "X" product, they will give some portion of each sold to (insert breast cancer research organization or charity here).

The Internet, as an infinite mode of spreading information, is also an active frontier for awareness raising campaigns, particularly via Facebook and Twitter. Remember a Facebook campaign is why Betty White hosted her first episode of Saturday Night Live despite having a 50+ year career in television. There were Twibbons (Twitter ribbons) that tweeters posted on their avatars (the small photo that accompanies your profile) for Haiti earthquake relief and many turned their avatars green in support of democracy in Iran during their elections last year. There's pink ribbons available all year for breast cancer awareness. My question is what does "awareness" mean?

By now, most women from tweens to seniors know that we should be doing self-exams and checking for lumps in the shower. We know that we should get mammograms at 50, despite conflicting research. This is key information for both women and men. We also know that the branding of the color pink in October signifies breast cancer. But are we as a society using ribbons and social media to truly advance the cause? Read more

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