The Breasts that went Too Far.

First of all, let me make something perfectly clear: I feel terrible for anyone who is, or is closely related to a victim of breast cancer. I believe breast cancer research is important, and I believe it should continue (just try stopping it, anyway). And I’m definitely a fan of breasts, in all shapes and sizes. But seriously… things have gone too far. The pink ribbon is spiraling out of control.

Breast Cancer awareness has hit on every product you can possibly think of. I have quarters with a pink ribbon on them. I have some “So Good” Vanilla Soy milk in my fridge with a pink ribbon on it. Motorola has a Pink version of the RAZR to help support breast cancer. You can test-drive a BMW, and for every mile you drive, $1 goes to breast cancer research, education, screening & treatment programs. They also have a Pink Ribbon Collection of miscellaneous items you can buy to help support breast cancer. This month, HBC is encouraging me to Think Pink. The list goes on and on.

So, what’s the problem? Isn’t it all for a good cause? Of course it is, but in this case, I think it’s simply “too much of a good thing”. It has become a marketing phenomenon. It’s literally taken over almost every consumable product that comes to mind (right now, I’m waiting for DuMaurier to start marketing pink cigarettes. That oughta boost sales a bit, and it’s not exactly a new idea. Can you imagine how much money they’d raise if $1 from every pack of smokes went to breast cancer research? It would almost be worth starting up smoking again – at least the money would go to a worthwhile cause, instead of the government).

Still, there's nothing wrong with successful marketing, right? True, but have a look at this report from the US Department of Health and Human Services. In 2002, the #1 cause of death in the United States was heart disease (28.5%). The #2 cause was cancer (22.8%). Of these cancers, 8% were attributed to breast cancer, which means that 1.824% of all deaths in the US in 2002 were attributed to breast cancer. That’s lower than the overall accident death rate, which accounted for 4.4% of all deaths (think about that next time you want to cross a busy street in Manhattan).

Or, put it this way: All cancers put together are the #2 Killer. Breast cancer alone? The #10 Killer, behind Alzheimer's, Flu/Pneumonia, Diabetes, Stroke, Emphysema/Chronic Bronchitis, Lung Cancer, and Colon Cancer.

Yet, breast cancer gets all the attention. I'd be willing to bet that the amount of money generated from the public for breast cancer research is up in the top 3 of all of these causes of death. Our society loves boobs (Who doesn't love a good hollywood clevage shot?). If someone were to even suggest that maybe too much funding and attention is focused on breast cancer awareness and research, they’d be branded woman-haters. They’d be ridiculed and put down for being inconsiderate and unfeeling. They'd be... uh... I dunno... Boob-Bashers. But, they’d also be absolutely correct. Too much money IS spent on breast cancer. Especially when there are other important causes out there with far less funding or awareness. Where’s the brown ribbon for colon and rectal cancer? Where's the "Prevent Accidents - Don't Be Stupid" ribbon?

Breast cancer awareness has simply gone too far. And I don’t see any sign of it slowing down. The first decade of this millennium may be remembered as the pink years.

I never really was a fan of pink.