To the Point - Guest Column
By Verna Hunt
Women and girls of all ages in today’s culture are stamped with the colour pink as the fantasy for the fairy princess lives they are lead to believe they should yearn for. It is like a plastic film that society puts over us at birth. Onward from birth they are made to think that nothing other than a fantasy life should ever happen to them. Never get old. Never get sick. Never be sad or mad or frightened. Women should be perfect—in pink. This is not reality. As a result women often feel that they are not “good enough” in the inevitable imperfect lives they lead, and their breasts are no exception.
Another unreality propagated by campaigns such as “the pink” is that there is a cure for every disease and that it can be discovered if the medical scientists just have enough money to discover this magic bullet cure.
Our culture does not teach coping strategies for tragedies such as someone near and dear to us or even ourselves developing a disease such as breast cancer. So, in an effort to turn our understandable emotional strife into something constructive, crusades such as the Pink Ribbon Campaign have evolved. Often they end up as a business enterprise unto themselves more interested in keeping the organization going than looking at how to serve humanity.
But what is the point of it all? Is the point to find the cure for breast cancer, or is the point to find the cause for lack of breast health? The Pink Ribbon Campaign is a distraction from what is really going on with breast health. All of the pink sound bites urge us to pitch in and find the cure like there is a missing link of knowledge, a holy grail, the one thing that will solve it all. Our society tries to commodify everything as if we all have the exact same disease. It is like assuming that we all wear the same size and style of shoes.