With pink in the air, corporates catch awareness bug

Did you see a lot of pink around you last month? October is globally recognised as breast cancer awareness month. Hence, several brands jumped onto the pink bandwagon: the colour being a universally accepted symbol for solidarity with breast cancer patients. But are these efforts merely to propagate a cause or commercialise it?

In 1991, Susan G Komen for the Cure, a renowned breast cancer foundation, handed out pink ribbons to participants in its New York City race for breast cancer survivors. The next year, Alexandra Penney, the editor-in-chief of Self magazine, and Evelyn Lauder of Estee Lauder, came up with the idea of creating a pink ribbon and enlisting cosmetics giants to distribute it in stores in New York City.

So, it wasn’t a big surprise when, almost 20 years down the line, on the eve of September 30, the Taj Mahal Palace Hotel in the city was illuminated with pink light, as part of Estee Lauder’s Breast Cancer Awareness Campaign.

Hard Rock Cafe has been promoting breast cancer awareness through its campaign Pinktober for 11 years, where a percentile proceed from concerts, merchandise and beverages, raised in all HRC outlets worldwide, go to various cancer organisations.
Amit Keswani, vice-president, sales, marketing and merchandise, JSM Corp, the hospitality chain that handles HRC, India, feels that brands use pink in products during October, “keeping in mind the characteristics of the global pink drive”.

However, he agrees that for a few brands, this colour has been converted to “a marketing tool”.

While cynics may discard the drive as a PR gimmick, for those who have been working in the field of cancer, it’s more about why not, than why.

Shital Raval of the Cancer Patients Aid Association, says, “If a pink ribbon or drive generates curiosity, awareness and funds, it’s worth it.” She adds that given the fact that there are many cancers, one dedicated month helps “focus better on breast cancer awareness.”

Electronic brand Siemens connected people to the cause, through a global virtual pink ribbon campaign. “We received more than 12,000 participants from 94 countries. There was significant participation from women in India,” says D Ragavan, executive vice-president, healthcare sector, Siemens Ltd.

Fortis Hospital, Navi Mumbai, is holding breast cancer awareness camps across local housing societies and private clubs in Navi Mumbai, where doctors talk about the disease, and preventive measures, along with free check-ups. Shishir Shetty, HOD, Oncology, Fortis Hiranandani Hospital, Vashi, who is also a visiting doctor at the awareness camps, says, “I don’t care if it’s a pink tag or red, as long as the message gets across.”