Breast Cancer Action, an American grassroots education and advocacy organization located in San Francisco, California, has questions to ask about breast cancer awareness marketing. The “Think Before You Pink” campaign was promoted in the New York Times in 2002 and 2003 in black and white print advertisements. The 2002 ad featured here challenges the practices of Eureka, American Express, Avon and Yoplait.
The Think Before You Pink campaign encourages consumers to ask these questions before purchasing ‘pink products’ during Breast Cancer Awareness Month:
- How much money from each product sold actually goes toward breast cancer?
- What percentage of the purchase price does this represent?
- What is the maximum amount that will be donated?
- How much money was spent marketing the product?
- To what breast cancer organization does the money go, and what types of programs does it support?
- What is the company doing to assure that its products are not contributing to the breast cancer epidemic?