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CONTACT: Richard Leiter
“Think Before You Pink” campaign warns of “pinkwashing”.
SAN FRANCISCO, CA—Breast Cancer Action—the respected watchdog of the breast cancer movement—announced the rollout of its 2008 “Think Before You Pink” campaign. The annual consumer education campaign offers tips and tools for thinking critically about breast cancer cause-marketing.
This year’s campaign warns that Yoplait yogurt promotes its sales-driven contributions to breast cancer while knowingly using milk from cows treated with the growth hormone rBGH in its yogurt. Scientific evidence suggests there may be a connection between the use of this artificial hormone and breast cancer. The artifical hormone rBGH has been banned in Japan, Australia, Canada and the European Union. And large corporations like Wal-Mart and Starbucks no longer use milk from rBGH-treated cows in their store brand products.
“Yoplait has made a public commitment to breast cancer, but there are concerns about what’s under the lid,” said Barbara Brenner, BCA Executive Director. “We’ve invited a dialogue with General Mills, which owns Yoplait, and look forward to a healthy change in their product.” Yoplait donates a portion of its profits based on yogurt lids sent in by consumers. The campaign features an rBGH-tagged yogurt top with the headline: “Put a lid on it!”
The Think Before You Pink campaign focuses on “pinkwashers”—companies that claim to care about breast cancer by promoting its contributions from sales, but manufacture products that are linked to the disease. Since its creation in 2002, BCA’s Think Before You Pink campaign has been urging consumers to scrutinize pink ribbon marketing and to take action when necessary. Using web-based tools, consumers can send an email to Yoplait urging them to make a healthier product, and can learn critical questions to ask about pink-ribbon items.
“Shoppers need to know how much of their money is really going to breast cancer and what’s in these products,” said Barbara Brenner, executive director of BCA. Previous years of Think Before You Pink have helped convince some major cosmetic companies, like Avon, to begin reformulating their cosmetics.
“These pinkwashing companies are trying to have it both ways,” said Brenner. “If they care as deeply as they say they do about women’s lives, they’ll take their commitment to the next level.”
ABOUT BREAST CANCER ACTION
Breast Cancer Action is a non-profit education and advocacy organization that does not accept funding from pharmaceutical companies or any other organizations that profit from or contribute to the breast cancer epidemic.
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