What is breast cancer awareness month?
Breast Cancer Awareness Month is an annual international health campaign conducted by prominent breast cancer charities every October to enhance awareness of the disease and to generate funds for research into its cause, prevention, diagnosis, treatment and cure.
A pink ribbon is the global symbol for the campaign and is utilised as a sign language. Originating in the United States, the ribbon represents women's fight against breast cancer. As this disease is more common in women even though it may affect men.
According to the Breast Cancer Action Association, it was selected as a show of solidarity and expression because the colour embodies
" Feminine, soft, joyful and evocative of good health, everything that cancer is not ",
How did the campaign get underway?
In October 1985, the event started in America as National Breast Cancer Awareness Month (NBCAM). The American Cancer Society and Imperial Chemical Industries' pharmaceutical division partnered to promote mammograms as the most effective weapon in the fight against breast cancer.
The weeklong campaign to raise awareness of breast cancer got underway thanks to former First Lady and breast cancer survivor Betty Ford. During her husband Gerald Ford's presidency, Betty Ford received a breast cancer diagnosis. She was able to raise awareness of the illness as a result. Seven years later in 1992, the pink ribbon was included in the campaign.
Pretty In Pink: The History of the Pink Ribbon
The history of the pink ribbon extends beyond the confines of Breast Cancer Awareness Month.
The initial idea for the ribbon dates to 1979, when a hostage, who had been kidnapped in Iran’s, wife wrapped yellow ribbons around the trees in her front yard. She took this action as a sign that she wanted to see her spouse return home safely.
A few years later, yellow ribbons honouring Gulf War veterans served as an inspiration for AIDS campaigners. The activists looped it and changed the colour to a vivid red. Then, in honour of those affected by AIDS, it was on display at the Tony Awards.
From then, ribbons became associated with charitable organisations. This was so rampant that, the New York Times proclaimed 1992 to be The Year the Ribbon.
So, how did we get to pink as the colour most associated with breast cancer?
Though it almost was not, pink is now the colour that comes to mind when we think of breast cancer awareness. Peach was the original colour chosen for the ribbon inspiration.
In 1992, Alexandra Penney, who was the Self magazine's Editor- In- Chief at the time, was putting the finishing touches on the second annual Breast Cancer Awareness Month issue to be released early in the year.
Evelyn Lauder, a senior corporate vice president of Estée Lauder and a
breast cancer survivor, guest edited the 1991 edition, which was a great
success. Penney wanted to surpass that, and believed the solution lay in having Estée Lauder distribute ribbons to raise awareness of breast
cancer in their New York City branches. Evelyn Lauder embraced the
concept and pledged to distribute the ribbons across the country.
However, Charlotte Haley had the original idea for the ribbon. She crafted handmade loops in peach colour to remember her grandmother, mother, and sister who had all lost their fights with breast cancer. With a card that said;
"The National Cancer Institute annual budget is $1.8 billion, only 5 percent goes to cancer prevention. Help us wake up our legislators and America by wearing this ribbon"
Penney got wind of Haley's endeavours and offered to give the country's backing. Haley declined, stating this partnership was too commercial and wanted to stick to a grassroots approach.
With Haley’s rejection of the offer, pink became the colour associated with the ribbon initiative started by Self Magazine and Estée Lauder. The ribbon and the colour pink garnered support from a growing number of organizations and has become widely recognized as the symbol for breast cancer awareness.
Since then, an increasing number of organisations have supported the
ribbon and the colour pink, and it has become known as a universal
symbol for breast cancer awareness.
During Breast Cancer Awareness Month, we recognise individuals who have survived the disease, pay tribute to those who have lost their lives to it, and support the collective efforts being made to end breast cancer.
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