The Retort

Think Pink a Little More Often

October 21st, 2011 by Cory Lovec Of The Retort Staff

One in eight women in the United States will develop invasive breast cancer over the course of their lifetime. That number has increased 60% since 1960, when the incidence was only 1 in 20 women. Many people have a friend, acquaintance, or family member who either currently has or has had breast cancer. It is something that affects all of our lives.

Over the past 25 years, awareness of breast cancer is starting to increase drastically, partly because of the National Breast Cancer Awareness Month (BCAM). Established in 1986, BCAM is an entire month (October of each year) devoted to increasing awareness and knowledge of breast cancer. In more recent years, BCAM has become even more popular and recognized, especially in professional sports leagues like the NFL.

Because the NFL is already in “full swing” by October, it is the perfect opportunity to promote BCAM. Each year NFL players and coaches alike wear pink: on their shoes, gloves, towels, or the “Think Pink” patches sewed onto their jerseys. While the popularity of the NFL is increasing among female sports fans, it is only fitting that this year the NFL has also released a web page devoted to breast cancer, from the importance of early screening to the significance of exercising to decrease the risk of the disease. The NFL calls this promotion “Crucial Catch,” stressing the importance of early detection to survival rates. In addition to the web page, the NFL has also released a massive collection of breast cancer awareness products, including jerseys, jewelry, hats, water bottles and other merchandise.

The NFL is not the only sports league to show support for BCAM. Basketball, volleyball, tennis, golf and many other sports around the world have “Think Pink” nights, when the crowd is all encouraged to wear any pink clothing they have to show support for breast cancer awareness. Also, many teams have special jerseys that they wear a once or twice a year (some not even during BCAM) to support the fight against breast cancer. Sports Illustrated has even featured a cover supporting BCAM. One of the most popular Think Pink movements that doesn’t necessarily take place during Breast Cancer Awareness Month is professional rodeo’s “Tough Enough To Wear Pink” Campaign, sponsored by Wrangler, which has raised $5 million for breast cancer research since its start in 2004 .

In 2010, there were more than 2.5 million breast cancer survivors in the United States. These survivors are much of the inspiration for something as important as Breast Cancer Awareness Month - which now for many colleges and other organizations around the nation has expanded from one month a year to consistently throughout the entire year. It’s amazing that such a great cause, and something that’s so important in our society, can become so popular and widespread through the use of sports. This month (and year), let’s all try to “Think Pink” a little more often.