But all the pink products and pink lights amount to what some people and organizations, like Breast Cancer Action
, are calling the "pinkwashing" of the disease. BCAction has set up a campaign called "Think Before You Pink", in effect "highlighting the hypocrisy of the worst pinkwashers– the
companies or organizations whose pink products contribute to increasing
our risk of developing the disease."
The group is also critical of the idea that the way to end breast cancer is "by shopping our way out of this disease" and call for stronger government regulation of industry and to work at protecting public health.
Breast cancer is still one of the leading causes of cancer-related death among women of all races, according to the Centers for Disease Control and Prevention
One vocal opponent is Xeni Jardin, the co-founder of the blog Boing Boing
, who was diagnosed with cancer in 2011. Yesterday, she asked her Twitter followers to counter the the pink promotions by tweeting photos of pink breast cancer products that they disliked and sharing their personal stories.