PINK RIBBON AND PINKTOBER

The month of October comes with a familiar sight of ‘pink ribbon’ display and events organized in this context, globally. While this is an integral part of the international calendar in the developed world, developing countries like Pakistan attach little importance to promotion of this concept brand. One of the reasons for this apathy is a lack understanding amongst the social circles and general population about what the pink ribbon advocates. This editorial is meant to highlight the true spirit and importance of this symbol. A ‘pink ribbon’ is an international symbol of breast cancer awareness with the month of October referred to as ‘pinktober’ chosen as the breast cancer awareness month in many countries over the world. Breast cancer is the most common cancer amongst the female gender with more than one million women worldwide diagnosed with the disease every year. The WHO in its global health estimate reported 508000 deaths in women worldwide from this disease in the year 20111.More than 58% of deaths from breast cancer are known to occur in less developed countries2, which sets aside the misconception that the disease is a problem of the more affluent class. Early detection of breast cancer with its favorable impact on morbidity and mortality associated with the disease is now established as the cornerstone of management3. Against the backdrop of the magnitude and impact of this condition there is a dire need for creating awareness about the symptoms and treatment of the disease as well as promoting research and facilities leading to early detection, multimodality treatment and support for those suffering from the disease. Pink ribbon as a concept brand allows a platform to achieve these goals by raising money and encouraging scientific progress. The first known use of Pink Ribbon dates back to 1991 when it was handed out by the Susan G Koman foundation to participants of a New York city race for breast cancer survivors and adopted as an official symbol in 19924. Buying, wearing, displaying or sponsoring pink ribbon is a sign of support for women health. Thousands of pink ribbon products are advertised and sold each year with part of the earnings spent in promoting breast cancer awareness and funding research. The month of October as the national breast cancer awareness month (NBCAM) was started in 1985 by the American Cancer Society and pharmaceutical company Astra Zeneca. The organization behind NBCAM is keen on promoting mammography as a scre