How to Show You Care in October and All Year Round

I woke up to this message from Adrienne on Wednesday October 1st.

I hate October.

Adrienne had seen four social media posts related to Breast Cancer Awareness Month and it wasn’t even 8:00 am. Half of them were for products people were selling that made it seem like the proceeds will go to help the public support women diagnosed with breast cancer but here’s the thing…

Breast Cancer Awareness Month, like Valentine’s Day, Mother’s Day and every other day you can think of, has become a marketing tool, and the profits from too many of the items you see for sale this month are only going into the pockets of the people selling them.

Are you raising awareness by sporting a pair of pink socks, or buying a breast cancer patient a “Fight Like a Girl” t-shirt, or a wearing a pink ribbon lapel pin? Perhaps. But is the money you are spending actually helping women undergoing treatment for cancer? Sadly, probably not.

When Adrienne was first diagnosed everybody who knew us wanted to do something for her and part of that was to make or purchase pink ribbon items to send to us. It can be very difficult to know what to do when someone you care for is facing a nightmare and the outpouring of support was heartening. Posting my blogs on social media triggered a flood of ads regarding pink ribbon items, especially in October, and even I was tempted to buy something. Then Adrienne started hearing from the breast cancer community about “Pinkwashing”, a term referring to how companies were using my child’s misery, and that of other women like her, as a way to line their pockets. And that made me angry.

Last year I turned my anger at that reality into action. Each time I saw a social media post advertising Breast Cancer Awareness Month merchandise for sale I would post this in the comment section:

Can you please share how much of the proceeds you make from the sales of this item go to supporting women with breast cancer?

Out of all the times I asked that question, only ONE of the sellers posted a response with the information I asked for. This October, and all year round, I am very grateful to have an option for which I know the answer would be, “All of it.”

Rethink Breast Cancer’s Give-A-Care is the first line of products for young people with breast cancer, that actually understands young people with breast cancer. The products were developed in consultation with people living with the side effects of diagnosis and treatment and are a great way for loved ones to offer support. All of the proceeds go back to help Rethink Breast Cancer in their mission to educate, advocate and engage the community about the realities of this diagnosis and treatment. With item descriptions such as “IF-ONE-MORE-PERSON-TELLS-ME-THAT-AT-LEAST-I-DON’T-LOOK-SICK-I-MAY-NEVER-GET-RID-OF-THIS headache balm and WHEN-LIFE-GIVE-YOU-LEMONS-AND-THOSE-LEMONS-TASTE-LIKE-CHEMO-YOU-NEED candies they use humour to speak truth to the experience. At the same time as they make recipients feel seen, they educate the givers to the often unspoken thoughts that young women with breast cancer are having when someone engages them in conversation about what they are going through.

If there is anyone you know who is in the whirlwind of breast cancer treatment, whether it is intended to cure or intended to prolong life for those with metastatic disease, and you want to gift something, please consider Give-A-Care as an option. Not only will you be sending a gift that says “I hope you feel seen,” but you’ll be also supporting an organization that does that every month of the year.