Getting in the pink

In case you haven't noticed the sudden influx of pink stuff, this month is Breast Cancer Awareness Month. Purchasing the pink products - from scarves, to purses to cell phone cases to my personal favorite - a pink KitchenAid mixer - means some of the proceeds will benefit research and other cancer-related programs.

We have many opportunities to purchase pink. Beyond what I listed above, there's everything from office supplies (pink stapler, anyone?) to household items (vacuum cleaner bags - really!) to apparel.

Don't get me wrong. I like pink. I wear pink. I have three daughters, so when they were younger, there was lots of pink around our house. I also love my own KitchenAid mixer, but I like its nice neutral beige color.

I wonder if all these pink products actually do any good. And do those people for whom breast cancer is personal think it trivializes the disease or helps in the fight? Or neither?

"I'm loving the pink," says Debbie Hanson, who last month marked the 10-year anniversary of one of the worst days of her life: her diagnosis of breast cancer. "I still shudder, thinking of the day I sent (son) Chris off to his first day of first grade - then hopped in the car to have my needle biopsy, which confirmed the worst," she said.

Hanson said the color pink elicits feelings of warmth and comfort and hope. "For me it's one of the only tangible symbols I have of making it through a devastating part of my life."

She believes at least part of that is the result of participating in the Avon three-day walk to raise money for breast cancer research and programs, an experience profoundly moving for her.

Mary Langlo, of Geneva, has unpleasant memories of people giving her pink items, simply because she had breast cancer. It bothered her and caused her a lot of anxiety. Eventually, a friend suggested she ditch the pink. "It was the best thing I ever did," said Langlo.

"I feel like I've come a long way. All those pink things are wonderful for advertising and getting the word out about getting a mammogram, and to raise money," she said. "As for me advertising that as a survivor? No."

Another friend is only too familiar with this disease. She lost a sister to it. Her mother and her sister-in-law are fighting it. She and her daughter soon will sport apparel that honors these beloved relatives. My friend's sweatshirt has watermelons on the front, along with "Save the Melons." On the back: "I wear pink for ..." and lists her loved ones. Her daughter's is similar, though sports a different message on the front.

"I'm not sure I see it as raising awareness," my friend said. For her, it's instead a show of support.

In working on this column I learned of a backlash, known as "pinklash," against the products. In 2001, the San Francisco-based advocacy group Breast Cancer Action started the "Think Before You Pink" campaign. The movement encourages consumers to find out what percentage of the proceeds are donated to research and programs before buying a pink item.

That's smart advice for any purchase. And after talking to Hanson and my friend, I have changed my mind somewhat about the pink items. Talking to someone who's walked the walk can do that.

"Certainly, giving a contribution directly is the best way to go," said Hanson. But the sale of pink products helps bring money to the fight, and she thinks that's a good thing. "I really don't mind it, as long as it's not too over the top."

And pink's side effect is needed recognition.

"It raises awareness and that's very important," Hanson said. "Everyone knows about the pink. It works.

"We need more research. We need more money for that research, for better diagnostics. The pink works. You see it, and it clicks."

Hanson agrees with me on one thing, though.

"A pink mixer?" she said. "Umm ... no."

On the other hand, if seeing a pink mixer prompts you to make that mammogram appointment, well, that's a great thing.

So buy something pink, or don't. Make a contribution, or don't. But do be aware of risk factors and preventive medicine. We want all women in the very pink of health. That pink is something we could probably all agree on.