History of Breast Cancer Awareness Month in Timeline
Breast Cancer Awareness Month, observed internationally every October, aims to heighten awareness about breast cancer and rally support for research encompassing its causes, prevention, diagnosis, treatment, and cure. This annual campaign is spearheaded by prominent breast cancer charities worldwide.
October 1983: First Komen Race for the Cure
The inaugural Komen Race for the Cure took place in October 1983, two years prior to the establishment of NBCAM. This event, dedicated to raising funds for breast cancer programs, has since evolved into a year-round initiative.
1985: National Breast Cancer Awareness Month (NBCAM) Founded
In 1985, the National Breast Cancer Awareness Month (NBCAM) was established through a partnership between the American Cancer Society and Imperial Chemical Industries' pharmaceutical division (now AstraZeneca). The primary objective of NBCAM has been to promote mammography as the most effective method for combating breast cancer.
1985: Founding of National Breast Cancer Awareness Month
National Breast Cancer Awareness Month (NBCAM) was established in 1985 as a joint effort involving the American Academy of Family Physicians, AstraZeneca Healthcare Foundation, CancerCare, Inc., and various other sponsors. The initiative aimed to increase public awareness about breast cancer and secure funding for research to find a cure.
1989: Zeneca Inc. Breast Cancer Screening Program
Zeneca Inc. initiated a breast cancer screening program for its employees in 1989, which later served as inspiration for the creation of NBCAM.
1991: Early Use of the Pink Ribbon
Prior to the Breast Cancer Research Foundation adopting the pink ribbon, Charlotte Haley, a woman from California, distributed peach-colored ribbons to highlight the insufficient funding for breast cancer research. The Susan G. Komen Foundation also distributed pink ribbons to participants in a New York City race for breast cancer survivors in 1991.
1993: Breast Cancer Research Foundation and the Pink Ribbon
Evelyn Lauder, Senior Corporate Vice President of Estée Lauder Companies, established the Breast Cancer Research Foundation in 1993 and designated the pink ribbon as its symbol.
1996: Zeneca Inc. Analyzes Cost-Effectiveness of Screening Program
Upon concluding its breast cancer screening program and study in 1996, Zeneca Inc. conducted a financial analysis. The company found that the early detection program, which cost an estimated $400,000, was significantly more cost-effective than not running the program, which was projected to cost around $1.5 million in healthcare expenses.
2003: Pezzullo's Critique of AstraZeneca's Justification for NBCAM
In 2003, Pezzullo criticized AstraZeneca's rationale behind establishing NBCAM. He argued that the company's primary motivation was financial gain rather than a genuine concern for women's healthcare or a commitment to preventing breast cancer. AstraZeneca's focus, according to Pezzullo, was on cost-effectiveness by detecting cancer early in its employees.
2009: Male Breast Cancer Awareness Week
In 2009, male breast cancer advocacy groups, including Out of the Shadow of Pink, A Man's Pink, and the Brandon Greening Foundation for Breast Cancer in Men, collaborated to designate the third week of October as "Male Breast Cancer Awareness Week." This initiative aimed to address the often-overlooked issue of male breast cancer.
2010: Delta Air Lines Paints Plane for Breast Cancer Awareness
Delta Air Lines first painted a Boeing 767-432ER (N845MH) in special colors to support the Breast Cancer Research Foundation in 2010.
September 2015: Delta Air Lines Repaints Plane for Breast Cancer Awareness
In September 2015, Delta Air Lines repainted a Boeing 767-432ER (N845MH) with an updated livery dedicated to the Breast Cancer Research Foundation. This aircraft had previously been painted in similar colors in 2010.
October 2015: Criticism of Pinkwashing and Marketing Practices
Critics, including the organization Breast Cancer Action, have raised concerns about the commercialization of breast cancer awareness, referring to October as "National Breast Cancer Industry Month." They argue that corporations prioritize profits from diagnosis and treatment over genuine prevention efforts. Additionally, they criticize the practice of "pinkwashing," where companies that produce chemicals linked to breast cancer engage in superficial support for breast cancer charities. Further criticism targets the excessive marketing of "pink products" with limited donations actually going towards research. In October 2015, The New York Times exposed companies like Dick's Sporting Goods for using misleading marketing tactics, revealing that some "pink" products did not contribute any proceeds to breast cancer research.
2020: Leisure Leagues Women Football's Pink Cup 2020
The Pakistani branch of Leisure Leagues held the 'Pink Cup 2020' in Karachi in 2020, a women's football tournament aimed at raising awareness for breast cancer. The tournament saw participation from eight women's teams and was won by Diya W.F.C.