Pink October: How the Campaign Started and Why It Is So Important

HOW PINK OCTOBER STARTED

Pink October started in 1985 as aweek-long educational campaign created by the American Cancer Society in the United States,driven by a growing medical concern regarding breast cancer and its prevention. 
The original events of Breast Cancer Awareness Month took place in October because it was already a month when the medical and scientific communities held major conferences and released new cancer studies. Aligning the public campaign with these events provided greater credibility and media coverage.

Additionally , the organizers wanted to avoid November and Decemberbecause holiday season festivities diverted the public’s and corporate partners’ attention away from the cause 

In Brazil, the first initiative took place in 2002, when the iconic “Cristo Redentor” was illuminated in  pink to raise awareness about  breast cancer. However , it was only in 2008 that  Pink October became a regular,widespread  initiative in the Brazilian  society, as several states began celebrating the campaign and promoting health awareness actions.

WHY PINK?

The original color was supposed to have been peach, because the american activist Charlotte Haley, in 1991, started to distribute peach ribbons to raise awareness about breast cancer and advocate for more funding for prevention and research.

Later, Estée Lauder, an American beauty Company, approached Haley about using her idea in a larger campaign, but she refused.  The company then adopted the pink ribbon, which became the international symbol of breast cancer awareness.

Additionally ,pink is traditionally associated  with femininity; delicacy and the feminine universe, which represents the primary target audience of the campaign. 

Although traditional pink dominates “Pink October”, modern medicine now  uses colour variations to highlight specific subtypes of the disease,  such as hot pink to represent inflammatory breast cancer, teal  for metastatic breast cancer and blue to raise awareness about breast cancer in men.

THE IMPORTANCE OF BREAST CANCER AWARENESS

Talking about breast cancer is crucial  because we must do everything we can to protect life. . 

Breast cancer is one of the main health  concernings for women worldwide . Recent data highlights the importance of addressing this issue. In Brazil, the National Cancer Institute (INCA) estimated that around 73,610 women per year would be diagnosed with breast cancer between 2023 and 2025.  

The main objective of the campaign is early diagnosis. Now, that we have the necessary science resources to detect breast cancer early, we must do all we can to identify the disease in its initial stages, enabling much less aggressive treatments for patients. 

Throughout October, the campaign helps people understand breast cancer, break taboos and improve access to essential exams, such as mammography.

Pink October also shares information about risk factors and healthy habits. It reminds women that having no family history of breast cancer does not mean they have no risk of developing the disease. By encouraging self-care and attention to body changes , the campaign helps promote early diagnosis and access to treatment.

WHEN BREAST CANCER BECOMES PERSONAL

For Tatiana Martins, the discovery of breast cancer came as a complete surprise. At 42, she had no family history of the disease and had never considered herself at risk. One night, however, she felt a small lump in her breast, which led her to seek medical attention. “Because no one in my family had ever had breast cancer, I thought it wouldn’t happen to me,” she recalls. Her experience highlights how important it is to pay attention to changes in one’s body,even without a known family history 

The emotional impact of receiving a diagnosis can also be overwhelming. When the doctor confirmed she had breast cancer. Tatiana remembers feeling as though his words  were coming from far away. “It felt like he was speaking with an echo, as if his voice were distant,” she recalls. After leaving the appointment, she felt lost and afraid, wondering what would happen to her life. Although she sought support from loved ones, , she also faced the deeply personal experience of living with the uncertainty of the disease.

Now,she shares  that just as she received support from friends who also fought cancer, she is happy to help women who receive the same diagnosis. Her story is a reminder that breast cancer awareness goes beyond wearing a pink ribbon. It also means encouraging women to seek medical care when they notice changes in their bodies and ensuring that everyone has access to timely diagnosis and treatment.

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The article above was edited by Ana Júlia Galhardo

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