Paper short abstract:

The presentation aims to discuss the global “pink wave” – campaigns by private and public institutions catching attention about breast cancer since the 1990s. The use of the pink ribbon as symbol and its application on luxury products is evaluated, as well as where and how “pink events” take place

Paper long abstract:

The presentation aims to discuss the global "pink wave" - campaigns by private and public institutions catching (women's) attention about breast cancer, its early detection and therapy since the 1990s. Breast cancer is sold as women's biggest health problem, although it is not, not only in industrialized countries but also in developing/emerging countries where still more women die during pregnancy, birth, and through violent conflicts etc.

Since 1992, when Evelyn Lauder invented the pink ribbon, it has been used as sign in campaigns around the globe, which are said to inform women about breast cancer. In Austria, every year more producers of "luxury products" such as expensive crèmes, perfumes, golf rackets, jewellery etc. are using the pink ribbon as image or fabricate their product in pink colour to join the campaign as advertising for their brand mark and for funding of research on breast cancer or financial help for patients.

Since 2005, the campaign is observed through observation of homepages, the media, public discourse, and also different campaigns (non-governmental initiatives) in Austria, Brazil and other European countries. The use of the pink ribbon is analysed from the following point of views: how the campaigns try to create awareness among the target group by making use of language and images; where and how events of these campaigns take place; if their information material is up-to-date actual and neutral and how it is presented. The transmitted information of the campaigns is consequently confronted with evidence-based-medicine knowledge about the early detection of breast cancer.