October is Breast Cancer Awareness month, which means that the world is asea in pink, and people are being told that if they buy special branded crap, it will help people with breast cancer. Obviously, there are some serious problems with this, and it’s unfortunate that people don’t explore the issues a little more.

I’m not a fan of breast cancer, or cancer in general. I think that researching cancer is important, as is educating people about cancer so that they can detect early signs, and protect themselves from potential carcinogens. But the thought of dedicating a whole month to breast cancer awareness seems a bit disingenuous.

Breast cancer is a huge industry. And numerous organizations have started “pinkwashing” their products to take advantage of this industry, because they have learned that people will buy things as long as they are pink. Most of the products sold to promote breast cancer research? Only a small proportion of the funds gathered actually goes to breast cancer organizations, and, of that, only a tiny portion goes to actual research, prevention, and education.

Buying plastic crap is not the way to address the issue of cancer. Donating directly to reputable organizations is a good start. Being personally informed, and informing others, is also a good way to combat cancer. Women should be doing breast self exams, they should be getting routine mammograms when they reach an appropriate age, and they should be avoiding potential carcinogens. (Like, say, pink plastic crap.)

How did breast cancer get to be such a huge industry, when there are tons of other cancers and diseases out there that also urgently need research? I suspect it’s the symbolism. Breasts are a potent and visible emblem of femininity, and they make a great, easily-accessible symbol for cancer education and targeted campaigns.

Instead of buying pink stuff, maybe we should be talking about why  breast cancer is on the rise in industrialized nations. Why the culture of treatment expects women to be strong and perky, rather than sick and pissed off. Why it is that we have our heads in the sand about cancer while women and men die.