In a compelling PR Week article, the focus shifts from typical October “pinkwashing” campaigns to the need for authentic education and awareness around breast cancer. Avenue Z’s EVP of Global Strategy, Nneka Etoniru, emphasizes the importance of real stories over feel-good moments. “We need more dark, gritty, realistic interpretations and stories being told about the experience and a lot less of the warm, fuzzy, pink, fluffy, buy-this product,” says Etoniru, reflecting on her experience as a young, Black woman diagnosed with breast cancer.
The article highlights stories of women navigating a system often dismissive of young patients and calls for more meaningful advocacy beyond pink ribbons. From raising awareness about screenings to spotlighting the stories of those underrepresented, the piece urges a reevaluation of how breast cancer is portrayed in the media and by brands.
Want to dive deeper into the discussion? Read the full article on PR Week.
