In today's society, the pink ribbon has become one of the most widely recognized symbols of breast cancer research. “It can symbolize strength, hope, responsibility, empathy, and permission to discuss breast cancer” (Harvey, 1), but that's not all the pink ribbon campaign does. The pink ribbon is one of the most widely used cause-related marketing tools, with pink items available on just about anything. Therefore, in addition to the tenfold increase in breast cancer awareness in our society, many large companies have increased their profits thanks to the breast cancer industry. To truly understand “pink culture” (Sulik, XIV) we must examine the advanced level of marketing strategies that have worked to develop this campaign and the effects they have not only on breast cancer research, but also the effects they have on market. also at a social and corporate level. Therefore, this essay will provide a description of how the breast cancer research movement uses the pink ribbon campaign coupled with other promotional tools including cause-related marketing and mass media consolidation to saturate the market with its mandate. In addition to this, this essay will also provide an analysis of the positive and negative reactions the campaign has garnered from the public and the effects it has had on breast cancer awareness and research as a whole. To provide a brief history, Pink Ribbons were initially introduced by the Susan G. Komen Foundation during their 1990 Race for the Cure to signify breast cancer awareness (pinkribbon.org). Soon after, the pink ribbon was adopted as the official international symbol for breast cancer research and awareness, and as of “2008, the initiative was extended… to the middle of the paper… to feel like they are contributing without actually get informed. These critics argue that these simple forms of action, such as Facebook users changing their profile pictures to pink-themed images, do not contribute to the campaign's objectives, but rather take away from consumers the need to actually inform themselves about what is really the cause. From. Although a number of counter-propaganda movements have been generated in an attempt to inform the public about the truth about the breast cancer industry, it is important that consumers take the time to investigate these resources before falling victim to the misleading campaign. By watching documentaries like Pink Ribbon Inc. or resources like Breast Cancer Action's "Think Before You Pink Project," consumers can make informed decisions and successfully navigate the sea of ​​propaganda that is the breast cancer industry.