It’s October, and Breast Cancer Awareness Month in now well underway. As always during October, we’re surrounded by pink products, business promotions displaying the pink ribbon and pink-themed advertising–all in the name of breast cancer “awareness”. But how much real awareness does all this bring? Does it actually help patients at all?

Why not take a step back from all the craziness for a moment and take a look at where we actually are in the fight against breast cancer. Breast Cancer Awareness Month has been around for 30 years. It seems fair to ask: with all this awareness, how much progress have we actually made against breast cancer? And if it’s not enough: how can we, or will we, do better? Continue reading →