We all need symbols to follow from time to time. We all need a common denominator in a fight. The fight itself will not do. A symbol is a statement made in front of the world in favor of one thing or another, supporting one cause or another.

Breast cancer symbol is not only a manifestation of support and solidarity but it is also a visit card. The power of the symbol comes from the millions of people wearing it with pride and openness. In case of breast cancer the symbol is embodied in little yet powerful pink ribbon.



The pink ribbon was first introduced to the audience in 1991. It was fall and New York hosted a race for breast cancer survivors. The organizer was the Susan G. Komen Foundation. 8.500 walkers were handed a small ribbon to wear during and after the race. The idea caught to the people there.

One year later the editor in chief of the Self magazine, Alexandra Penney while working on the issue covering the second year of National Breast Cancer Awareness Month thought of expanding the idea of the ribbon. Evelyn Lauder from Estee Lauder Corporation came with the initiative to make cosmetics corporations to include such a ribbon in their store. The first stores to do that were those from New York City, followed shortly by stores throughout the country.

In the same time a survivor of breast cancer, Charlotte Hayley had been selling peach ribbons with a card attached. The ribbons and the cards wanted to raise awareness about breast cancer and get the Govern to allocate more money to breast cancer research. Penney and Lauder wanted to collaborate with Charlotte and expand this concept. When Hayley refused Lauder and Penney came on their own with the idea of the pink ribbon as breast cancer symbol.

The international step was made possible by the Dutch businessman Walter Scheffrahn. He allocated 10% of the company’s power to take the pink ribbon all over the world. His sister’s diagnosis of breast cancer trigged the entire initiative. Walter Scheffrahn was also responsible for introducing a breast cancer campaign built on five concepts: accreditation, advocacy, alignment, alliances and, last but not least awareness.

Not everybody is pleased with the pink concept. The Breast Cancer Action of San Francisco promoted the slogan, and later the campaign “Think before you pink”. They claim that the money raised every October from selling pink merchandise has no clear destination.



As it turned out the idea was great and, despite criticism caught on quickly. Years after the symbol grow in popularity all over the world. People wear it from Tokyo to Washington, from Paris to Tel Aviv and so on. Patients and survivors adopted the small pink ribbon to be a part of a difficult, hard struggle.  There are other symbols related to this form of cancer. However, from the multitude of signs the simplest caught on.

Think Pink!