‘Think Before You Pink’ urges Canadian Breast Cancer Foundation

Watch above: some fundraising groups are warning people to ‘think before you pink’

SASKATOON – The Canadian Breast Cancer Foundation (CBCF) is urging consumers to ‘Think Before You Pink.’

With October being Breast Cancer Awareness Month, a sea of pink merchandise is flooding stores but not all of it may be dedicated to a cause. CBCF calls this “pink washing.”

“What we encourage all buyers to do is to really be aware of what they’re purchasing and really look for the Canadian Breast Cancer Foundation logo, the pink ribbon,” said Monique Levesque-Pharoah, senior development officer, funds development with CBCF.

Her advice is to do research and look for appropriate signage indicating a portion of the sales will be donated to a foundation.

“We expect certain parameters to be met to be a partner with us,” added Levesque-Pharoah.

“A minimum of 10 per cent of the proceeds of a product have to come to us.”

There are a number of fundraisers in Saskatoon with proceeds going toward the CBCF: The Federated Co-operatives and Van Houtte’s Drink Pink Campaign raised $10,000, and the CIBC Run for the Cure, raised $285,909 locally this past weekend.

Dean Parker, manager at Olympian Sports east, created a local campaign with funds staying in the province. For the second year, Olympian Sports teamed up with the Saskatoon Hilltops to create a special breast cancer t-shirt.

“I’ve been touched by cancer with friends and family and I really wanted to get on board with something cool. I mean no one makes money out of this, so it’s kinda cool to just do a donation, it’s a special thing.”

His shirts are $20 with 100 per cent of proceeds going to C95’s Radio Marathon for Breast Cancer Research which in turn is donated to the Saskatchewan Cancer Agency.

“I feel good about the fact that we can sell these t-shirts,” said Parker.

“You’re not only supporting the cause but you’re also supporting your local football team right.”

Levesque-Pharoah said not all breast cancer campaigns are as transparent as Parker’s and is reminding consumers that it’s a buyers beware market.