The month of October is a time to wear pink. It is also the time to represent a sense of solidarity and togetherness that will hopefully persevere for many months to come. This is because October is Breast Cancer Awareness Month (BCAM), and pink ribbons serve as a symbol of support for the movement and its mission to uplift all patients in their battle to conquer the disease.
The familiarity of the pink ribbon in mainstream culture illustrates its strong connection with the millions of breast cancer patients and survivors across the world. Not only is breast cancer the most common disease for women globally but, according to a report by the Ministry of Health and Welfare, the number of cases has also more than doubled in Korea over the last two years. Despite breast cancer being considered a treatable disease, the rise in the number of domestic cases raises concerns, emphasizing the need for more pink ribbon campaigns to garner public attention and heighten awareness
The Need for Prolonged and Reinforced Engagement
BCAM’s expansive history and popularity may cause some to overlook the urgency of its mission in comparison to lesser-known movements that lack proper funding and public awareness. Yet this apathetic attitude fails to recognize how little is known about the disease compared to its significant number of cases. It should be noted that the exact causes of breast cancer are not known. Only risk factors, such as obesity, physical activity, and genetic mutation, have been identified to have a mild correlation with its development.
However, contracting this disease is not guaranteed even for those who suffer from these risks. Therefore, an infallible and practical method for the early detection of breast cancer is essential. According to Professor Park Kyong Hwa (College of Medicine), mammography is the only screening method capable of detecting and diagnosing breast cancer with an accuracy that ultimately helps reduce mortality rates. Professor Park partially attributes accessibility to excellent medical technology to Korea having the lowest rate of breast cancer deaths in the world.
Even though mammography is one of the most efficient protection methods against breast cancer, its ten percent false positive rate can lead to unnecessary financial and psychological burdens for misdiagnosed individuals. The Breast Imaging-Reporting and Data System (BI-RADS) – a risk assessment and quality assurance system for mammography, ultrasound, and magnetic resonance imaging (MRI) – has attempted to compensate for this wide margin of error. Raising diagnostic accuracy through medical audits of screening mammography since 2003, BI-RADS has demonstrated its technical accuracy to address the uncertainty patients face. Nonetheless, the public remains wary of its minor inefficiencies, which have been blown out of proportion by the media
In addition to the concerns surrounding preventative strategies, the more serious issue of apprehension about breast cancer demands a resolution. According to Professor Park, the amplified fear of developing breast cancer arises from the absence of an assimilation strategy that considers the physical limitations of its patients. This is a sobering reality for a society that highly consists of and depends on the economic, social, and domestic contribution of women aged 45 to 55 who account for most breast cancer patients. Thus, a system that maintains these women’s social or domestic standing in their communities or professions before, during, and after diagnosis and treatment is crucial. Nevertheless, the lack of a social and legal framework hinders the survivorship of breast cancer patients, thus raising awareness in this respect is vital.
The Ubiquitous Pink Ribbon
Even during the coronavirus disease (COVID-19) pandemic, pink ribbon campaigns raising awareness about the uphill battle against breast cancer have continued to charge ahead. Notably, on March 22, Daerim St. Mary’s Hospital held their first Pink Ribbon Film Festival. The festival convened with the objective to spread sympathy and hope within the community of breast cancer patients and beyond while informing the public of its destructive repercussions. The Pink Ribbon Film Festival attracted 242 participants with a total of 90 film submissions, with the best 19 selected to be screened at the event. All screenings and award ceremonies were conducted online and uploaded on the Daerim St. Mary’s Hospital’s official YouTube channel “Youbang Gungang TV,” to spread awareness.
Other pink ribbon campaigns have also had to adopt similar changes in order to adapt to heightened social distancing measures. A prominent example of this is the Pink Run Festival, an annual marathon that aims to spread awareness about breast cancer and financially support low-income breast cancer patients for their examination and surgery fees. Fortunately, Amorepacific, the organizer of the Pink Run Festival and the nation’s first nonprofit public foundation specializing in breast cancer, devised a solution to the obstacles imposed by COVID-19. Last year, Amorepacific launched its first Pink Run Plus, a socially distant version of the original marathon, with over 500 participants recording and sharing their running missions on social media platforms with hashtags such as “2020pinkrun,” “pinkrunplus,” and “pinkribboncampaign.”
After the success of the first Pink Run Plus marathon held in 2020, the campaign expanded to include over 7,000 socially distant participants for the marathon held in June this year. Furthermore, in collaboration with the streaming platform Naver Now, the 2021 Pink Run Plus Festival was able to live stream content alongside the marathon. The broadcast featured popular comedians along with the Chief Director of the Korea Breast Cancer Foundation Roh Dong-young. Altogether, the organization was able to raise 7.2 billion won, which they directly donated to the Korea Breast Cancer Foundation.
It is heartwarming to witness this bold sense of unity in the face of a disease that often does the exact opposite to the individuals it afflicts. The BCAM community is relentless in its mission to ultimately defeat this cancer and the misconceptions that harm its innocent patients. Hopefully, the efforts of pink ribbon campaigns will persist beyond a single month of commemoration and spread sufficient breast cancer awareness for pink to triumph.