We've all heard the saying "sex sells." And it's true. That's why t-shirts and bumper stickers proudly exclaim "Save the Ta-Ta's," but no one is wearing "Fight 4 the Prostate" wrist bands. It's because "ta-ta's" are sexy and prostates definitely aren't. We already have plenty of experience objectifying every aspect of women's lives, but a line must be drawn! Because do you know what's not sexy? Cancer. Terrifying diagnosis', chemo, surgeries, and countless medications are NOT sexy, whether you have cancer in your pancreas, your rectum, or your breasts.
Every October- breast cancer awareness month- comes a great deal of conversation and "awareness"...and even more commercialization. Companies plaster their products and storefronts with pink ribbons, so that shoppers can feel good about buying their products without ever looking into whether or not sales are even benefiting research. "Oh, these M&M's are pink? Better buy 11 bags...you know, for the cause."
In our society, it's almost Anti-American to question this pink-washing of our world every October. But in a way, it is holding us back from pushing for a cure. When marketers slap a pink ribbon on their product, everyone can feel like they're doing their part. Who needs to donate directly to the Breast Cancer Research Foundation when you're eating out of a pink pizza box? But what is that truly accomplishing, if the influx in revenue each October goes more toward lining pockets than funding research and education? (Fun fact: NFL's Pink October does not donate a single dime toward breast cancer!) You're not even raising any awareness at this point, at least in America- people are already plenty aware of the existence of breast cancer, probably even more so than the 18 other cancers with higher mortality rates! But here's what your "I <3 Boobies" bumper sticker isn't making people aware of:
-1 in 8 women who live into their nineties will be diagnosed with breast cancer.
-0.1% of men will be diagnosed with breast cancer, but they will be far less likely to suspect cancer or seek treatment as early.
-Breast cancer is the most common cancer found in women.
-Planned Parenthood offers a variety of programs providing mammograms and cervical cancer screenings at little to no cost.
-85% of breast cancers occur in women with no family history.
-The earlier breast cancer is detected, the more likely that it will be lower risk and confined to a smaller area. "Early detection and swift action makes the difference." (Sandra Nash, breast cancer survivor)
This is the information that people actually need to be aware of, and your pink wrist band isn't cutting it. But we'd much rather throw around fun words like "ta-ta's" and have fun "pink-out" football games than actually face reality and take action. Our society is really big on breasts, but not so into the lives behind them. That's why a teenage boy can go to school in a pink t-shirt that says "Save Second Base," but you don't see a diagram in a health classroom on how to perform a breast self-examination because oh my god breasts how dare they! (And because your health class probably never taught you, here's a helpful video to guide you through a breast self-exam, displayed on a man in order to work around censorship rules that hate lady-nipples).
It's hard to imagine what women who have opted for mastectomies go through psychologically following their surgery when they live in a world that thinks that their breasts are vital to their womanhood. However, more and more women are choosing this life-saving option despite societal pressures and even choosing to embrace their scars. When my grandmother had breast cancer, the entire process from diagnosis to mastectomy took less than a month because she refused to waste precious time and risk recurrence if she opted for a lumpectomy. She never regretted this decision because, as she told me, a breast is only one small part of the whole.
(Don't worry, this picture is deemed appropriate and socially acceptable due to its lack of female nipple.)
This is not to say that awareness isn't vital to prevention, but we've got that base covered at this point. But now, our focus should be transitioning toward education, prevention, and most importantly, a cure. Breast cancer is not a fad or a sales tactic. It is a painful disease that leaves both physical and emotional scars, made worse by its commercialization and its sexualization. We owe it to those who have survived, lost to, or are fighting breast cancer to avoid more ignorant sides of pinkwashing this October. Research, educate, advocate- and save the women, not the ta-ta's.
