Pink ribbon

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This article is about the international symbol of breast cancer awareness. For the documentary film, see Pink Ribbons, Inc.. For the snooker tournament, see Pink Ribbon (snooker).
Pink ribbon.svg

The pink ribbon is an international symbol of breast cancer awareness. Pink ribbons, and the color pink in general, identify the wearer or promoter with the breast cancer brand and express moral support for women with breast cancer. Pink ribbons are most commonly seen during National Breast Cancer Awareness Month.


100 women survived breast cancer carry a pink ribbon and create the fight breast cancer logo. The event took place at half time in the football game between St. Louis Rams and Arizona Cardinals on October 7, 2007

The first known use of a pink ribbon in connection with breast cancer awareness was in the fall of 1991, when the Susan G. Komen Foundation handed out pink ribbons to participants in its New York City race for breast cancer survivors.[1]

The pink ribbon was adopted as the official symbol of National Breast Cancer Awareness Month the next year, in 1992.[2] The pink ribbon was derived from the popular red ribbon for AIDS awareness. Alexandra Penney, the editor-in-chief of the women's health magazine Self, and breast cancer survivor Evelyn Lauder,[3] the senior corporate vice president at the cosmetics company Estée Lauder created a ribbon for the cosmetics giant to distribute in stores in New York City.

Estée Lauder and Self initially approached Charlotte Haley, who had begun a peach-coloured ribbon campaign to press the National Cancer Institute to increase its budget for cancer prevention research. Haley refused to be part of what she felt was a commercial effort, so Estée Lauder and Self changed the color of their ribbon to light pink in 2005, to circumvent Haley's efforts to stop them.[4][5]

A pink and blue ribbon is sometimes used to symbolize breast cancer in men, which is relatively rare. The pink and blue ribbon was designed in 1996 by Nancy Nick, president and founder of the John W. Nick Foundation to bring awareness that "Men Get Breast Cancer Too!"[6]


The color pink is considered feminine in modern Western countries. It evokes traditional feminine gender roles, caring for other people, being beautiful, being good, and being cooperative.[2]

The pink ribbon represents fear of breast cancer, hope for the future, and the charitable goodness of people and businesses who publicly support the breast cancer movement.[7] It is intended to evoke solidarity with women who currently have breast cancer.

Breast cancer organizations use the pink ribbon to associate themselves with breast cancer, to promote breast cancer awareness, and to support fundraising.[8] Some breast cancer-related organizations, such as Pink Ribbon International,[9] use the pink ribbon as their primary symbol. Susan G. Komen for the Cure uses a stylized "running ribbon" as their logo.[10]

While specifically representing breast cancer awareness, the pink ribbon is also a symbol and a proxy of goodwill towards women in general.[11] Buying, wearing, displaying, or sponsoring pink ribbons signals that the person or business cares about women. The pink ribbon is a marketing brand for businesses that allows them to promote themselves with women and identify themselves as being socially aware.[12] Compared to other women's issues, promoting breast cancer awareness is politically safe.[13]


Each October, hundreds, if not thousands, of products are emblazoned with pink ribbons, colored pink, or otherwise sold with a promise of a small portion of the total cost being donated to support breast cancer awareness or research.[14]

The first breast cancer awareness stamp in the U.S., featuring a pink ribbon, was issued 1996. As it did not sell well, a new stamp with an emphasis on research was designed. The new stamp does not feature the pink ribbon.

In Canada, the Royal Canadian Mint produced a silver commemorative breast cancer coin.[15] 15,000 coins were minted during 2006. On one side of the coin, a portrait of Her Majesty Queen Elizabeth is illustrated, while on the other side a pink ribbon has been enameled. Additionally, 30 million 25-cent coins were minted with pink ribbons during 2006 for normal circulation.[16] Designed by the mint's director of engraving, Cosme Saffioti, this colored coin is the second in history to be put into regular circulation.[17]

Intellectual property status[edit]

In most jurisdictions, the pink ribbon is considered public domain. However, in Canada, the Canadian Breast Cancer Foundation claimed ownership of the ribbon as an trademark until it was voluntary abandoned.[18]


  • In 2000, NABCO paid Namco to put the pink ribbon on Ms. Pac-Man.
  • On Sunday, 10 October 2010, all King Features Syndicate comic strips were printed in shades of red and pink, with the ribbon appearing prominently in one panel.

Pink Ribbon Ride[edit]

The Women's International Motorcycle Association and other women's motorcycle clubs organize Pink Ribbon motorcycle charity rides during which riders are known to decorate their motorcycles with pink brassieres.[19][3]


The Pink ribbon campaign is frequently used in cause-related marketing, a cooperation between non-profits and businesses to promote a product that also supports a cause. Because the pink ribbon is not licensed by any corporation, it is more open to being abused by businesses that donate little or none of their revenue to breast cancer research. While companies such as Estée Lauder have distributed over 70 million pink ribbons, and donated over $25 million to breast cancer research, other companies have been discovered using the pink ribbon inappropriately—either by not donating their profits, or by using the pink ribbon on products that include ingredients which cause cancer.[20]


The misuse of marketing campaigns by businesses using the pink ribbon on their products have been described as pinkwashing, a portmanteau of pink ribbon and whitewash, which was coined by Breast Cancer Action. They use the term to highlight companies or products which feature a pink ribbon without donating more than a negligible or token amount of money to a charity or with no transparency regarding where the funds are going.

It also describes the use of a pink ribbon on products with known or suspected links to cancer.[21] The use of breast cancer or the pink ribbon in cause marketing to promote products such as firearms[22] or pornography[23] has also drawn controversy.

Pink Ribbons, Inc.[edit]

Associate professor of kinesiology and health studies at Queen's University Samantha King claims in her 2006 book Pink Ribbons, Inc.: Breast Cancer and the Politics of Philanthropy that breast cancer has been transformed from a serious disease and individual tragedy to a market-driven industry of survivorship and corporate sales pitch.[24][25] The book inspired a 2012 National Film Board of Canada documentary, Pink Ribbons, Inc., directed by Léa Pool, which highlights instances of corporate misuse of the pink ribbon and other issues around the campaign.[21][26]

Breast Cancer Action[edit]

San Francisco-based Breast Cancer Action calls the annual awareness campaign "Breast Cancer Industry Month" to emphasize the costs of treatment.[27] Their "Think Before You Pink" campaign urges people to "do something besides shop."[28] The group has particularly excoriated major cosmetic companies such as Avon, Revlon, and Estée Lauder, which have claimed to promote women's health while simultaneously using known and/or suspected cancer-causing chemicals, such as parabens and phthalates in their products.[29]

Other meanings of the pink ribbon[edit]

A pink ribbon is used to tie up a brief for delivery to an English barrister. The pink ribbon in this context is usually described as 'pink tape' or 'legal tape'. Also see 'red tape'.

See also[edit]


  1. ^ "Pretty in Pink". July 1998. Archived from the original on 18 December 2007. Retrieved 2009-06-02. 
  2. ^ a b Gayle A. Sulik (2010). Pink Ribbon Blues: How Breast Cancer Culture Undermines Women's Health. USA: Oxford University Press. pp. 47–48. ISBN 0-19-974045-3. OCLC 535493589. 
  3. ^ "Evelyn Lauder, who created breast cancer's pink ribbon, dies at 75". CNN. 2011-11-13. Retrieved 2011-11-13. 
  4. ^ Barnard, Linda (2 February 2012). "Pink Ribbons Inc. review: Not so pretty in pink". Toronto Star. Retrieved 2 February 2012. 
  5. ^ Campbell, Marlo (26 January 2012). "We’ve been pinkwashed". Uptown. Retrieved 2 February 2012. 
  6. ^ "About Our Ribbon". Retrieved 1 January 2011. 
  7. ^ Sulik, 2010. pages 146–150.
  8. ^ Sulik, 2010. pages 124–125.
  9. ^ "Pink Ribbon International". Retrieved 2009-06-02. 
  10. ^ Sulik, 2010. p. 147.
  11. ^ Sulik, 2010. p. 112, 125, 132.
  12. ^ Sulik, 2010. p. 67, 132.
  13. ^ Olson, James Stuart (2002). Bathsheba's Breast: Women, Cancer, and History. Baltimore: Johns Hopkins University Press. p. 202. ISBN 0-8018-8064-5. OCLC 186453370. 
  14. ^ "Tampabay: All may not be in the pink". 2006-10-06. Retrieved 2009-06-02. 
  15. ^ [1]
  16. ^ "Pink coin to raise breast cancer awareness". 2006-03-31. Retrieved 2009-06-02. 
  17. ^ [2] Archived 9 December 2006 at the Wayback Machine
  18. ^ "Canadian trade-mark data: Application Number 1223824". Canadian Intellectual Property Office. 2006-11-16. Retrieved 2016-01-14. 
  19. ^ Perky Mutant. Melissa Brumbelow. iUniverse, 20 Dec 2010
  20. ^ A. Harvey, MD, Jennifer; Michal A. Strahilevitz, PhD (2009). "The Power of Pink: Cause-Related Marketing and the Impact on Breast Cancer" (PDF). J Am Coll Radiol 6: 26–32. doi:10.1016/j.jacr.2008.07.010.  Cite uses deprecated parameter |coauthors= (help)
  21. ^ a b Westervelt, Amy (11-04-2011). "The Pinkwashing Debate: Empty Criticism or Serious Liability?". Forbes. Retrieved 24 November 2011.  Check date values in: |date= (help)
  22. ^ Smith & Wesson (2009-05-26). "Smith & Wesson Commences Donations To Breast Cancer Awareness Charity" (PDF). Press Release. Retrieved 2012-03-07. 
  23. ^ Gray, Emma (4 October 2012). " Donates!". Huffington Post. Retrieved 8 October 2012. 
  24. ^ Samantha King (2006). Pink ribbons, inc.: breast cancer and the politics of philanthropy. Minneapolis: University of Minnesota Press. ISBN 0-8166-4898-0.  Description at publisher's website
  25. ^ Ave, Melanie. 6 October 2006. "All may not be in the pink: A pink-powered campaign has raised breast cancer awareness, but has commercialization of it been a healthy effect?" St. Petersburg Times.
  26. ^ "NFB doc examines the politics of marketing disease". CTV News. Canadian Press. 31 January 2012. Retrieved 31 January 2012. 
  27. ^ "Breast Cancer Action". Archived from the original on 7 November 2008. Retrieved 2009-06-02. 
  28. ^ "Think Before You Pink". Think Before You Pink. Retrieved 2009-06-02. 
  29. ^ "Cosmetics Companies and Breast Cancer". Archived from the original on 20 April 2008. Retrieved 2009-06-02.