Every year, in the name of "breast cancer awareness," corporations slapped pink ribbons on their products starting mid-summer, touting them for months while lining their pockets.
 
In response, we coined the term pinkwashing and paved the way for people to identify and call out all sorts of consumption-driven corporate nonsense, like pinkwashing, greenwashing, and rainbow-washing.

We changed the landscape, and alongside breast cancer activists nationwide, we’ve altered the way pink ribbons have been used ever since, by demanding greater transparency and accountability.
 
Think Before You Pink® has been carried out by questioning awareness campaigns, scrutinizing corporate partnerships, calling for transparency in fund allocation, critical evaluation of research, informing our community, and advocating for systemic change.  
 
This campaign has always been bigger than pink ribbons. Political education has remained, and continues to be, a core part of this campaign. Political education has formed the foundation of breast cancer activism, galvanizing our community and people impacted by this disease across the country to take collective action to address and end the breast cancer crisis.