Chris Kupka

BCAM invited journalists and re­porters to a press conference at its office on Monkland Avenue to announce the launch of its initiative “Alternatives to Pink” to highlight the annual October Breast Cancer Awareness Month. The aim of this event was to introduce a series of special BCAM activities developed to encourage the public – and the press – to ask important questions about Pink Ribbon cause marketing and related issues.

The lucrative cosmetics industry greatly benefits from its breast cancer “raise awareness” pink-ribbon campaigns, through both increased sales and improved corporate image, while their products contain potentially harmful chemicals linked to breast cancer. BCAM has remained concerned about this “double dealing” characteristic of a number of cosmetic companies that refuse to become signatories to the Compact for Safe Cosmetics and simultaneously engage in cause marketing.

Throughout the month of October, 2010, BCAM called on non-compliant cosmetic companies to sign the Compact for Safe Cosmetics using a social media campaign on Facebook and Twitter, and other email letter-writing efforts.  In addition, members and supporters were strongly encouraged to click on a BCAM website link to send letters to The Hon. Jim Prentice, Minister of the Environment, and to The Hon. Leona Agglukak, Minister of Health.  For the text of these letters (sent between October 13 and 15) see:

[http://www.femmetoxic.com/en/demand-minister-environment-take-safety-first-approach]

[http://www.femmetoxic.com/en/demand-minister-health-protect-our-bodies-homes-and-families]

Another request for letter-writing was emailed to members on Oct. 27.  This time, members were asked to contact the organizers of the Weekend to End Women’s Cancers to request that they designate a greater percentage of the money raised for cancer research to be used for finding the root causes of women’s cancers and a lesser amount for developing treatments. Currently, less than 5% of all money raised for cancer research is allocated to finding the causes of cancer.

The “Alternatives to Pink” campaign coincided with the launch of the 6th edition of State of the Evidence: The environmental links to breast cancer published by the Breast Cancer Fund, San Francisco. This comprehensive report discusses research that shows causal links between chemical contaminants in the environment and breast cancer. In 2009, BCAM was responsible for the translation into French of the 5th edition, which is available on our website.

Also during the month of October, McGill University released a report concerning the environment and cancer.  A study showing an association between traffic-related air pollution and postmenopausal breast cancer – made public on the eve of our campaign – proved to be a boon to our publicity and generated great buzz for BCAM, resulting in national exposure in various media including print articles and live interviews with our board members.

Finally, BCAM wrapped up its “Alternatives to Pink” campaign with a street theatre performance which was written and performed by members and friends of FemmeToxic. This lively event reinforced the BCAM message that was the essence of the campaign: North American cosmetics manufacturers are “double dealing” when they market themselves as pink agents in the fight against breast cancer – and reap the benefits of increased sales – while  continuing to use hormone disruptors that have been linked to cancer, as well as other ingredients which have been banned in the European Union.  The street theatre event took place at the corner of McGill College and Sainte-Catherine Street on Oct. 25. Check out the YouTube video:

http://www.youtube.com/watch?v=XE36eHNaCc8.

Actors from our "2010 Street ACT/ION de la rue" presentation downtown on Ste-Catherine Street