We’ve all seen the pink drillbit “for a cause.” Sadly, it’s not the first time a ridiculous product has been associated with breast cancer, and it certainly won’t be the last. Thanks to groups like Susan G. Komen, breast cancer awareness has become big business.

Year after year consumers generate millions of dollars for breast cancer charities by buying products associated with corporate cause-marketing campaigns, (aka pinkwashing). Although these campaigns are bringing awareness, the money that is generated is not commensurate with the medical advancements made in breast cancer. It’s this imbalance that inspired advocates to revolt against the saturated pink industry.

pink_productsThe leader of this revolution is BCAction, the creators of the Think Before You Pink campaign. Think Before You Pink, first launched in 2002, calls for more transparency and accountability by companies that take part in breast cancer fundraising and encourages consumers to ask critical questions about pink ribbon promotions.

In their latest bid to bring awareness to the ongoing pinkification of products, BCAction has partnered with producer and actor Kenzie Siebert to create this video. Watch and learn.

Here are some facts:

  • 1 in 8 women will develop breast cancer.
  • Susan G. Komen foundation donated about 17% of its net revenue to research in fiscal 2012. Same goes for 2011. It was 19% in 2010 and 21% in 2009.
  • When it comes to the NFL, the percentage cited in the video (.1% of revenue to breast cancer awareness) is actually 1 percentage point too generous. The actual figure is 1/100 of a percent (.01%)! Now, the NFL has actually updated its figures to reflect that the money donated has risen from $4.5 million to $7 million, a very small amount considering the league’s enormous revenue. – stats via Upworthy

Want to give back? Check out BCAction and Dr. Susan Love Research Foundation

Video Credits:
Written and performed by Kenzie Seibert
Directed by Tyler Dean Kempf
Shot by Leonardo Adrian Garcia
Hair and makeup by Katarina Papadatos
Production assistance by Jonah Saeson
Lucy Cooper Productions