Pink Ribbons, Inc.: Breast Cancer and the Politics of Philanthropy

by Samantha King

In 2005, more than one million people participated in the Susan G. Komen Foundation’s Race for the Cure, the largest network of 5K runs in the world. Consumers thoughtfully choose products ranging from yogurt to cars, responding to the promise that these purchases will contribute to a cure for the disease. And hundreds of companies and organizations support Breast Cancer Awareness Month, founded by a pharmaceutical company in 1985 and now recognized annually by the president of the United States. What could be wrong with that?In Pink Ribbons, Inc., Samantha King traces how breast cancer has been transformed from a stigmatized disease and individual tragedy to a market-driven industry of survivorship. In an unprecedented outpouring of philanthropy, corporations turn their formidable promotion machines on the curing of the disease while dwarfing public health prevention efforts and stifling the calls for investigation into why and how breast cancer affects such a vast number of people. Here, for the first time, King questions the effectiveness and legitimacy of privately funded efforts to stop the epidemic among American women. Pink Ribbons, Inc. grapples with issues of gender and race in breast cancer campaigns of businesses such as the National Football League; recounts the legislative history behind the breast cancer awareness postage stamp—the first stamp in American history to raise funds for use outside the U.S. Postal Service; and reveals the cultural impact of activity-based fund-raising, such as the Race for the Cure. Throughout, King probes the profound implications of consumer-oriented philanthropy on how patients experience breast cancer, the research of the biomedical community, and the political and medical institutions that the breast cancer movement seeks to change. Highly revelatory—at times shocking—Pink Ribbons, Inc. challenges the commercialization of the breast cancer movement, its place in U.S. culture, and its influence on ideas of good citizenship, responsible consumption, and generosity.Samantha King is associate professor of physical and health education and women’s studies at Queen’s University, in Kingston, Ontario.

Genres: Nonfiction, Politics, Feminism, Medicine, Health

157 pages, Hardcover

First published January 1, 2006

Reviews

[Shana · Rating 4 out of 5]

Samantha King’s Pink Ribbons, Inc. has been on my “to read” list for a while now. I first became interested when I read a review of it that seemed to mimic my own thoughts and feelings towards the pink ribbon phenomenon.

Don’t get me wrong, of course I am against breast cancer (how can one be for cancer?). But for some reason, I have always felt strange about the tons of pink ribbon products and campaigns out there. There was something about all of it that made me uneasy, but I couldn’t quite put the feeling into words.

Until now. King has essentially summed up my hesitation for me, albeit in a far more academic and well-researched way. She discusses, in much detail, how breast cancer has become commercialized and how survivorship has been turned into a marketable experience in itself. She examines issues of philanthropy, cause-related marketing, and how fundraising money rarely goes to help pay for treatment of under-served women of color.

I think what strikes me most about this issue is that it touches so many of us. I’m just as guilty as the next person for buying something I didn’t need, simply because it was bedecked in pink ribbons. We all want our money spent to mean something. But at the same time it’s important to be an informed consumer and know exactly where (and how much) of your money is going to the cause. And also be aware of the companies themselves. Some of the companies that use breast cancer-related marketing are guilty themselves of leaking toxic chemicals into the environment. How does that make any sense?

If you’re looking for an in depth, critical study of breast cancer, corporations, philanthropy, and the complex issues that go with all of that, then definitely read this book.

[Melissa · Rating 5 out of 5]

This was a great book and made a clear connection for me in understanding the current approach consumer philantropy and it's origin in the Reagan era of economics. The author does her homework and I continually find myself convinced of the argument she is trying to make. The problem with the book for me however is that I certainly have more questions than those answered by the book.

[Amanda · Rating 3 out of 5]

The small print and the academic jargon make this book slightly less accessible than the documentary, but it's still worth a read for anyone who wants a deeper dive into how neoliberalism and corporate philanthropy impact how breast cancer is conceptualized.

[Diana Eidson · Rating 4 out of 5]

King's book reads like what it is: a scholarly treatment of a women's health issue. She researched a wide variety of interdisciplinary sources, and the book shows off her insights well. I do agree with some of the reviewers that her sentences are sometimes clunky, but her brilliance shows through just the same. She argues her points well, with ample, substantive evidence. The issue of the cancer-industrial complex as it has exploded along with neoliberalism, corporate power,and consumer-oriented activism is timely, compelling, infuriating, and under-researched. King makes a notable effort to do something about this problem, and I argue that she is successful. I have always been uncomfortable with the pink ribbon campaign, even before I survived one of the unsexy cancers that doesn't get any attention. The pink ribbon campaign's seeming sunshiny optimism hides a cynical view of the American consumer as a rube who can be fooled by clever marketing campaigns into believing corporations really care about women's health, and that by buying pink ribbon-bedecked products, they are doing something about breast cancer. This ploy has worked well for quite some time, but people are starting to wise up to it at long last. As King points out repeatedly and effectively in _Pink Ribbons, Inc._, we have to get at the root causes and not let the clamor for "awareness" (isn't everyone aware by now?!) and early detection (which just feeds the cancer-industrial complex)silence the voices asking WHY?

[Sarah · Rating 5 out of 5]

Just in time for Breast Cancer Awareness month - this book really changed my mind about the way we discuss and support breast cancer. King takes a critical look at how much money is being raised through major events after all of the event costs have been squared, she follows brand image and how association with the big C has helped corporations clean up - and most importantly, where any of that pink money is invested. (Hint: it makes companies that build mammogram machines much richer and under-insured women who discover breast cancer more likely to die because of inadequate care.) Conclusion - buy the pink kitchen aide mixer because you like pink, not because you think it may support a good cause - or buy the on sale mixer in whatever color and donate the savings to an organization that uses the money in a way that either works to prevent or treat cancer - not just detect it.

[Kaitlyn · Rating 5 out of 5]

I picked up this book because I had read a review in a magazine. I also lost someone to breast cancer in 2006 so I feel like this is what I am interested in at this moment. I have done the CIBC Run for the Cure for a few years and I was slowly becoming bothered by everything having a pink ribbon on it. Pink Ribbons Inc really confirmed what I was thinking that cause related marketing was taking over and the real issues with breast cancer are losing ground.
This book has taught me to really question whether those purchases I am making are really helping the cause I am interested in. I think this a valuable lesson for people to learn especially with the take off of this kind of marketing.

[Sam · Rating 4 out of 5]

An excellent critique on the state of breast cancer advocacy/consumerism. Really takes a good look at the marketing and underlining problems with awareness campaigns without taking away from what it all means to those who have the disease. The "tyranny of cheerfulness" and "pink washing" are definitely now in my lexicon. I, also recommend watching the documentary of the same name for a little updated information and a general overview of what this book says.

[Nancy · Rating 3 out of 5]

This is good for anyone who lives/works in the non-profit world. A non-biased expose on cause-related marketing (through breast cancer "pink ribbonism"). This made me re-think what it means to "support a cause," and most importantly, what my own job means....

(A little heavy on the statistics, but some good anecdotal qualities).

[Carol]

King examines the history of philanthropy and how breast cancer became such a prominent cause, garnering far more support and publicity than other diseases, demonstrating the ability of American women to flex their political and economic muscle on behalf of an important cause.

[Julia]

I knew it! I once made a skeptical comment about this charity and how popular it has become and someone looked at me like I was the devil. But I guess I should reserve further comment till I actually read the book...

[Lis · Rating 4 out of 5]

King's book (her dissertation) doesn't read anything like a dissertation. I really enjoyed this book; the cultural ideologies that we all must healthy and philanthropic in order to be good citizens are much more pervasive than we realize. Am looking forward to a re-read in the future...

[Kirsten · Rating 3 out of 5]

I discovered this after the Komen-Planned Parenthood brouhaha, and have been anxiously waiting to read it. It was a little more academic than I was expecting, and I would have liked something more accessible. Still, there is a lot of interesting information here.

[S.D. · Rating 4 out of 5]

This is an academic book, so faulting it for being academic seems unfair. King does a nice job breaking down the intricacies and complexities of the breast cancer industry, highlighting companies' complicities as well as the ambiguities in being a breast cancer advocate.

[Annalee · Rating 3 out of 5]

Interesting take on the commercialization of breast cancer causes. I'd guess that perhaps this began as a graduate thesis or something, though, since the academic language (couched in ungainly sentence structures) made it a totally different read than I expected.

[Julia Bainbridge]

When did charity become so trendy? And how much of our money really makes a difference?

[Hermione]

An interesting look at how cause-related marketing has driven the awareness of and support for the breast cancer movement like no other.

[Erin · Rating 2 out of 5]

I very boring book about a very interesting subject.

[Laura Buechler · Rating 2 out of 5]

This book was just a wee bit more academic than I wanted. I would have loved a more accessible read on the truth behind cause consumerism.

[Stephanie · Rating 2 out of 5]

This read like an actual research paper. I never want to see the word "heteronormative" again. Folks in academia might enjoy this, but I was looking for a more approachable read.

[Angie · Rating 2 out of 5]

Good information, but reads too much like a academic journal. And I have had plenty of those lately.

[Lyn · Rating 3 out of 5]

I've long been suspicious of the over-abundance of pink ribbons. This book confirmed my thoughts about them while exposing and explaining the business of "cause marketing".

[Deanne · Rating 4 out of 5]

Very interesting topic about the big business of cause related marketing. The documentary produced by The National Film Board of Canada is an eye opener too.

[Vicky Fenwick-Sehl · Rating 5 out of 5]

I would highly recommend this book to pretty much everyone. A really wonderful critique of philanthropy & consumerism. King is also an excellent lecturer if you ever get the chance to see her speak. Now I have to watch the movie!