History of Breast cancer awareness in Timeline

1952

Early campaigns included the "Women's Field Army", run by the American Society for the Control of Cancer (the forerunner of the American Cancer Society) during the 1930s and 1940s. Explicitly using a military metaphor, they promoted early detection and prompt medical intervention as every woman's duty in the war on cancer. In 1952, the first peer-to-peer support group, called Reach to Recovery, was formed. Later taken over by the American Cancer Society, it provided post-mastectomy, in-hospital visits from women who had survived breast cancer, who shared their own experiences, practical advice, and emotional support, but never medical information. This was the first program designed to promote restoration of a feminine appearance, e.g., through providing breast prostheses, as a goal.

1972

At the beginning and middle of the 20th century, breast cancer was usually discussed in hushed tones, as if it were shameful. As an example, The New York Times refused to publish an advertisement for a breast cancer support group in the early 1950s, stating that it would not print either the word breast or the word cancer. Later, however, several celebrities publicly disclosed their own health challenges, and the resulting publicity reduced the stigma. One of the first was Shirley Temple Black, the former child star, who announced her diagnosis in 1972. In October 1974, Betty Ford, the wife of the then-President of the United States, openly discussed her breast cancer diagnosis and mastectomy. Two weeks later, the wife of the then-Vice President also had a mastectomy for breast cancer. The next year, journalist Rose Kushner published her book, Breast Cancer: A Personal History and Investigative Report, which she had written while recovering from a modified radical mastectomy. More recently, Angelina Jolie has also come forward publicly regarding her experience surrounding her diagnosis and treatment, which managed to raise public awareness of the issue significantly. In one study, when a survey of women was taken following Jolie's announcement, awareness rose by 4% among those women surveyed. The media reported these women's health and their treatment choices, and even invited some to appear on talk shows to discuss breast cancer frankly.

1985

Each year, the month of October is recognized as Breast Cancer Awareness Month by many governments, the media, and cancer survivors. The month-long campaign has been called Pinktober because of the increased production of pink goods for sale, and National Breast Cancer Industry Month by critics like Breast Cancer Action. BCAM was begun in 1985 by the American Cancer Society and pharmaceutical company AstraZeneca. The organization that runs the official BCAM aims to promote mammography and other forms of early detection as the most effective means of fighting breast cancer.

1996

The first breast cancer awareness stamp in the U.S., featuring a pink ribbon, was issued in 1996. As it did not sell well, a semi-postal stamp without a pink ribbon, the breast cancer research stamp, was designed in 1998. Products like these emphasize the relationship between being a consumer and supporting women with breast cancer. In Canada, the Royal Canadian Mint produced 30 million 25-cent coins with pink ribbons during 2006 for normal circulation. Designed by the mint's director of engraving, Cosme Saffioti (reverse), and Susanna Blunt (obverse), this colored coin is the second in history to be put into regular circulation.

1998

In 1998, the Art.Rage.Us art collective published a book that collected some of the art work from their traveling collection. This included art that was shocking, painful and realistic rather than beautiful, such as several self-portraits that showed mastectomy scars.

2001

The high level of awareness and organized political lobbying has resulted in a disproportionate level of funding and resources given to breast cancer research and care. Favoring breast cancer with disproportionate research may have the unintended consequence of costing lives elsewhere. In 2001 UK MP Ian Gibson said, "The treatment has been skewed by the lobbying, there is no doubt about that. Breast cancer sufferers get better treatment in terms of bed spaces, facilities and doctors and nurses".

2002

Breast Cancer Action is an American grassroots education and advocacy organization that promotes breast cancer awareness and public health issues relating to breast cancer, and advocates for system-wide change based on prevention. Breast Cancer Action is also known for its Think Before You Pink campaign, launched in 2002, which encourages consumers to ask critical questions before buying pink ribbon products.

2005

Thousands of breast cancer-themed products are developed and sold each year. Some of these items are everyday products that have been repackaged or repositioned to take advantage of cause-related marketing, such as teddy bears, clothing, jewelry, candles, and coffee mugs. These blended value objects offer consumers an opportunity to simultaneously buy an object and make a donation to a breast cancer organization. Some of these products are produced and/or sold by breast cancer survivors or charities for fundraising purposes, while others are for profits in addition to fundraising. Manufacturers also produce products with pink labels or pink ribbon logos to donate a sum of money to support the cause. The donation is typically capped so that it is reached after a fixed level of sales, although in some cases the company is providing only free advertising for a selected charity. Although advertising costs are rarely disclosed, some companies have been found to spend far more money advertising "pink products" and tie-ins than they donate to charitable organizations supporting research or patients. For example, in 2005, 3M spent US$500,000 advertising post-it notes printed with a pink ribbon logo. Sales were nearly double what the company expected, but the campaign resulted in a US$300,000 donation.

2010

Various landmarks are illuminated in pink lights as a visible reminder of breast cancer, and public events, such as American football games, may use pink equipment or supplies. In 2010, all King Features Syndicate comic strips on one Sunday were printed in shades of red and pink, with a pink ribbon logo appearing prominently in one panel.

2025

In 2025 drug company Novartis ran a Superbowl commercial titled "Your Attention, Please". 30 second commercials at Superbowl 2025 cost over US$8 million, but the commercial received very positive reviews.