Marketing of Breast Cancer

What is Breast Cancer

Breast Cancer is when cells in the breast region begin to grow out of control, causing a tumor to grow. Breast cancer is the second leading cancer for females, with 1 in 9 women will be affected by breast cancer at some point during their life and 1 in 30 chance of dying from breast cancer. Evidently breast cancer mainly occurs in women, however, men can get breast cancer as well.

Breast Cancer - The Business Plan

"People diagnosed with cancer today have a better chance of surviving the next five years after their diagnosis than they did just over a decade ago". Without a doubt, technology advancements and globalization has helped many survivors during the process of breast cancer. The promotion and marketing of breast cancer has evidently been rapidly increasing in societies all around the world, however, it seems that along with this, society tends to forget that breast cancer is a deathly disease, and not just a marketing opportunity. When is it a good time to take a step back and realize that it is getting too much?

Breast cancer gradually became an outlet for companies to branch out and establish partnerships. While this is meant to increase awareness and raise funds, businesses use this opportunity to grow their company base and improve their business' reputation. This business plan strengthens the company, as well as opens them up to new markets, gaining fresh support. By marketing breast cancer, the company builds this brand and benefits from the positive public relations. Businesses want their consumers to recognize their ties with a noble charity, perhaps influencing their consumer decision making process. Think about it this way - by giving a little money away, this will generate much more money. Companies are constantly trying to come up with a new competitive business strategy in order to increase sales and profits, forgetting about the real meaning behind the purpose and severity of breast cancer. They target consumers that desire the "feel good" feeling where one can congratulate themselves for partaking in something good without actually doing good.

Portrayal of Breasts and Pink Ribbons

Pink Ribbon

It is undeniable that sex sells. The constant sexualization and marketing of breast cancer downplays the severity of this deathly cancer. Before we knew it, everything related to breast cancer was marketed, including the color pink, the ribbon, and even women's breasts. Breast, in its simplest form, is the most feminine physical aspect of a woman. Taking advantage of society's obsession with breasts, breasts have been commercialized, being seen on maybe physical objects. In addition, businesses utilize merchandises to promote their businesses. Since no corporations are licensed to have exclusive ownership over the ribbon, this leads to misuse. This includes including pink or the ribbons on products such as pens, posters, stickers and much more. In fact, it is claimed that individuals are more aware that the pink ribbon represents breast cancer than have any ides who the US Vice President is. Companies brand these symbols and place them on products causing consumers to assumed that by purchasing, this will go to charity but how do we know for sure? There is no guarantee.

Companies, through the use of marketing, has made it so appropriate to sexualize breast cancer, making it a norm. It's undeniable that some good is being done, but it's saddening to see society downplay the severity of breast cancer and advocating the marketing opportunities.

October - Breast Cancer Awareness Month

October, also known as the Breast Cancer Awareness Month, is a month dedicated to the movement of raising awareness and providing extra financial and emotional support to those affected directly, and indirectly. Many companies take advantage of this month, further pursing their marketing of breast cancer.

Creating awareness is nice, but what about a cure?

Organizations

Susan G. Komen

Susan G. Komen is a foundation that has the mission of "sav[ing] lives by meeting the most critical needs in our communities and investing in breakthrough research to prevent and cure breast cancer." The colour pink, is heavily marketed on their website. Komen raises money through marketing, however, the company has received a fair bit of criticism. While this company is searching for ways to minimize the impact of cancer, they are participating and encouraging the marketing and commercialization of breast cancer. Looking beyond the excessive amount of shades of pink, the company's actions contradict with their mission statement. For example, companies like BMW will donate money to Susan G. Women for every time someone test-drives one of their cars. However, this pollution caused by their cars are linked to breast cancer

Breast Cancer Action

Breast Cancer Action, on the other hand, claims to not be the "average breast cancer organization. [They're] fiercely independent and refuse corporate funding from any company that profits from or contributes to breast cancer." "Think Before You Pink" is one of their projects and this was made as their retaliation towards the increasing marketing and popularity of "pink" products in society. Evidently, you are able to grasp their lack of marketing on their page. For example, the colour pink is avoided and instead, colors such as grey, black and white are incorporated.

For one of the course's weekly discussion, we were asked to compare the two organizations (Susan G. Women and Breast Cancer Action). The differences were evident: Susan G. Komen placed a heavier focus on consumption and the acceptance of marketing of breast cancer, whereas Breast Cancer Action desired to focus on making a real change.

Conclusions

As Barbara Ehrenreich puts it, "America's breast-cancer cult can be judged awn outbreak of mass delusion, celebration survivor hood by down-playing mortality and promote obedience to medical protocols known to have limited efficacy. And although we may imagine ourselves to be well past the era of patriarchal medicine, obedience is the message behind the infantilizing theme in breast-cancer culture, as represented by the teddy bears, the crayons, and the prevailing pinkness” (Ehrenreich, 2001, p. 53) The social culture continuously markets breast cancer in a tasteful manner, attempting to see the lighter side. This playful attitude distributed through by marketing causes breast cancer to be seen as a laughing manner, taken less seriously than it should be. While at times, it is great to focus on the positives, the constant marketing often causes individuals to forget how extreme and common this cancer is. In reality, breast cancer should incorporate a culture that doesn't ignore the negative experiences. Taking into consideration of all the deathly cancers known, why is it that breast cancer is so prominently marketed? The marketing of breast cancer is so problematic, suggesting that looking for a cure is simply to "save the breasts", when in reality, you are saving a life.