Breast Cancer Action’s Think Before You Pink® campaign continues to hold the Breast Cancer Industry Accountable

Think Before You Pink®, a project of Breast Cancer Action, launched in 2002 in response to the growing concern about the overwhelming number of pink ribbon products and promotions on the market. The campaign calls for more transparency and accountability by companies that take part in breast cancer fundraising, and encourages consumers to ask critical questions about pink ribbon promotions.


Remember these highlights? Our campaigns have been featured on the Colbert Report and The Daily Show.


What is Pinkwashing?

Breast Cancer Action coined the term pinkwashing as part of our Think Before You Pink® campaign. 

Pinkwasher: (pink’-wah-sher) noun. A company or organization that claims to care about breast cancer by promoting a pink ribbon product, but at the same time produces, manufactures and/or sells products that are linked to the disease.

The History of the Pink Ribbon

To much of the media and the world at large, the pink ribbon is the breast cancer movement. Where did the ribbon come from, where is it going, and what has it meant along the way?

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