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Breast cancer awareness is an effort to raise awareness and reduce the stigma of breast cancer through education on symptoms and treatment. Supporters hope that greater knowledge will lead to earlier detection of breast cancer, which is associated with higher long-term survival rates, and that money raised for breast cancer will produce a reliable, permanent cure. Breast cancer advocacy and awareness efforts are a type of health advocacy. Breast cancer advocates raise funds and lobby for better care, more knowledge, and more patient empowerment. They may conduct educational campaigns or provide free or low-cost services. Breast cancer culture, sometimes called pink ribbon culture, is the cultural outgrowth of breast cancer advocacy, thesocial movement that supports it, and the larger women's health movement. The pink ribbon is the most prominent symbol of breast cancer awareness, and in most countries, the month of October is National Breast Cancer Awareness Month. National breast cancer organizations receive substantial financial support from corporate sponsorships (King 2006, page 2). Contents  [hide]  * 1 Marketing approaches * 1.1 Events * 1.2 Pink ribbon * 1.3 Shopping for the cure * 1.4 Advertisements * 1.5 Media * 2 Breast cancer as a brand * 3 Social role of the woman with breast cancer * 3.1 The she-ro * 3.1.1 Consequences * 3.2 Breast cancer culture * 4 Feminism and the breast cancer wars * 5 Achievements of the breast cancer movement * 5.1 Educated, empowered patients * 5.2 Increased resources for treatment and research * 6 Risks of too much awareness * 7 Independence of breast cancer organizations * 8 Environmental breast cancer movement * 9 Dissent through art * 10 History * 11 Organizations * 12 See also * 13 Notes * 14 References * 15 Further reading | -------------------------------------------------

[edit]Marketing approaches
The goal of breast cancer awareness campaigns is to raise the public's "brand awareness" for breast cancer, its detection, its treatment, and the need for a reliable, permanent cure. Increased awareness has increased the number of women receiving mammograms, the number of breast cancers detected, and the number of women receiving biopsies (Sulik 2010, pages 157–210). Overall, as a result of awareness, breast cancers are being detected at an earlier, more treatable stage. Awareness efforts have successfully utilized marketing approaches to reduced the stigma associated with the disease. Generally speaking, breast cancer awareness campaigns have been highly effective in getting attention for the disease. Breast cancer receives significantly more media coverage than other prevalent cancers, such as prostate cancer (Arnst 2007). [edit]Events

Large events, such as walkathons, promote breast cancer awareness. Main article: National Breast Cancer Awareness Month
Each year, the month of October is recognized as National Breast Cancer Awareness Monthby most governments, the media, and cancer survivors. The month-long campaign has been called Pinktober because of the proliferation of pink goods for sale, and National Breast Cancer Industry Month by critics like Breast Cancer Action (Sulik 2010, pages 48, 370). NBCAM was begun in 1985 by the American Cancer Society (ACS) and pharmaceutical company AstraZeneca. The organization that runs the official NBCAM aims to promotemammography and other forms of early detection as the most effective means of saving lives (King 2006, page xxi). Typical NCBAM events include fundraising-based foot races, walk-a-thons, and bicycle rides(Ehrenreich 2001). Participants solicit donations to a breast cancer-related charity, in return for their promise to run, walk, or ride in the event. Through mass-participation events, breast cancer survivors form a single, united group that speaks and acts consistently and shares a coherent set of beliefs. There are little significant discrepancies among individuals (Sulik 2010, page 56). They also reinforce the cultural connection between each individual's physical fitness and moral fitness (King 2006, pages 46–49). Typically, one-quarter to one-third of the money donated is spent on advertising and organizing the event itself (Ehrenreich 2001). Various landmarks are illuminated in pink lights as a visible reminder of breast cancer, and public events, such as American football games, may use pink equipment or supplies. ...

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