Working for the Cure: Challenging Pink Ribbon Activism

Abstract

A promotional pamphlet describing a weekend-long fundraising event that auspiciously works to end breast cancer features the image of a woman, bathed in sunlight, standing defiantly with arms stretched above her head. The pose is familiar to the post-cancer crowd—the top half of the warrior pose or a sun salutation—yoga positions that symbolise strength, preparedness and openness. Because the woman’s head is wrapped tightly in a bandana, we take her to be a survivor. Because she is young, strong, healthy and hopeful, she represents the ‘survivor-thriver’ so frequently celebrated in the mass media. This image captures the ethos of pink ribbon activism—a compelling message of health, hope and cure that frames breast cancer discourse