Don’t give US pink ribbons and skinny girls: Breast cancer survivors’ evaluations of cancer advertising

Abstract

Breast cancer related promotions, advertising, and pink ribbons are now ubiquitous in October, yet comparatively little is known about how this advertising impacts breast cancer survivors specifically. The present research uses an embodied knowledge perspective to explore the impact of cancer advertising on female breast cancer survivors. Five focus groups were conducted with 42 participants, and the discussions were analyzed to find common themes. The survivors expressed a desire for cancer advertising to be representative, informative (particularly regarding detection and treatment options), hopeful, and transparent about the organization’s motivation and support. Implications and recommendations are also discussed.

Keywords:

• Breast cancer
• Breast Cancer Awareness Month
• cancer survivors
• cause-related marketing
• direct-to-consumer advertising
• embodied knowledge
• patient perspectives