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Hiding Politics in Plain Sight – Cause Marketing, Corporate Influence, and Breast Cancer Policymaking - Oxford Scholarship Online
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Hiding Politics in Plain Sight: Cause Marketing, Corporate Influence, and Breast Cancer Policymaking

Patricia Strach


Faced with a stigmatized disease shrouded in silence, in the 1980s and 1990s breast cancer activists with business backgrounds partnered with corporations to sponsor runs and cause-marketing products, a portion of the proceeds of which benefit breast cancer. Branding breast cancer as “pink”—hopeful, positive, uncontroversial—on the products Americans see every day, they generated a pervasive understanding of breast cancer that is widely shared by the public and embraced by policymakers. Clearly, they have been successful: today, more Americans know the pink ribbon is the symbol of breast cance ... More

Keywords: breast cancer, pink ribbons, issue framing, activism, commercial social movement, cause marketing, corporate social responsibility

Bibliographic Information

Print publication date: 2016 Print ISBN-13: 9780190606848
Published to Oxford Scholarship Online: September 2016 DOI:10.1093/acprof:oso/9780190606848.001.0001


Affiliations are at time of print publication.

Patricia Strach, author
Associate Professor, Political Science and Public Administration and Policy, University of Albany