OPINION: Pinktober Has Lost Its Meaning

Ah here it comes – the onslaught of promotional activities surrounding Pinktober. The ‘going pink to raise awareness’ line has already been thrown around a couple of times.

I am a huge supporter in early detection, in self-checks for cancer, in awareness of this vile disease that claims so many lives. I wholeheartedly support the cause, and hope all women do regular checks and screenings for breast cancer – I even agree that awareness should be raised in the importance of checks and screenings. 

I also love that businesses get behind the cause, and donate money to Friends of Cancer Patients (FOCP UAE) and Pink Caravan to help victims and people fighting for their lives.

What I do not support, is this rubbish marketing ploy that businesses use to piggy-back on the cause

You know the one – where retailers and outlets do pink products, pink drinks, pink food, to raise awareness for the cause without actually contributing anything. 

Without contributing financially to the cause, or without educating their staff on why the company is in fact, selling pink cupcakes or chopsticks just because, ‘hey it’s pinktober, come and buy some pink crap from us’.

Cancer is not cute, it’s not about pink baked goods and cocktails, it’s about making people aware of the importance of getting checked and screened.

It’s spread to the point of the terminology ‘pinkwashing’, where breast cancer awareness has lost meaning, everything just gets turned pink without any link to the original cause

No I won’t be purchasing one of your pink cocktails to ‘show my support’. 

I will be showing my support by contributing to worthwhile charities, and encouraging my friends to do regular checks. 

Bring on the support, emotionally, financially and physically for those suffering cancer, but keep your pinkwashing to yourself.