By Cathy Rose A. Garcia
October is breast cancer awareness month around the world, but the ``pink ribbon’’ campaign, which is celebrating its 10th anniversary in Korea, has yet to really take off in the country.
The pink ribbon is the ubiquitous symbol for breast cancer awareness. But it seems only a handful of companies are taking up the cause, even though breast cancer is the most common form of cancer diagnosed among Korean women.
Cosmetics company AmorePacific, together with the Korea Breast Cancer Foundation, have led the way in the pink ribbon campaign in Korea. But so far, only a few Korean companies such as Korean Air and Binggrae’s Yoplait have been involved in the campaign.
In Korea, AmorePacific will kick off the 10th ``Pink Ribbon Love marathon’’ at 10 a.m. on Oct. 10 at Han River Park near Yeouido, Seoul. Around 10,000 people, wearing pink T-shirts, are expected to participate in either the 5 kilometer or 10 kilometer marathon. Actress Kim Tae-hee will be a special guest.
``The marathon is marking its 10th year anniversary and our aim is to remind people that their wife or mother’s health is very important,’’ the company said, in a statement.
There have already been four Pink Ribbon Love marathons held in Busan, Daejeon, Gwangju and Daegu earlier this year. At the Seoul event, there will be free health consultations and breast check-ups for women, as well as photo kiosks and a photo exhibition.
The company said its pink ribbon campaign has raised 1.3 billion won so far for breast cancer awareness efforts and research.
AmorePacific is also holding a special ``Pink Ribbon Week’’ for its premium cosmetics brand Hera, Oct. 10-15. There will be a Hera Age Away clinic at the Times Square Mall in Yeoungdeungpo, where customers can buy pink ribbon kits featuring Hera products. There are also special promotions on the Hera website www.hera.co.kr.
Korean Air also started its pink ribbon campaign this month, where all its female workers will be wearing pink ribbons on the lapels of their uniforms for the month of October. Female passengers will also be given self-check lists to examine their health throughout the month.
Binggrae also introduced a special edition pink ribbon Yoplait cup in Korea this month, as part of its breast cancer awareness efforts. In the U.S., Yoplait has a ``save lids to save lives'' campaign encouraging consumers to send pink Yoplait lids. For every pink lid, the company will donate 10 cents to a foundation devoted to breast cancer research.
Unlike Korean companies, many global companies such as Ralph Lauren and Estee Lauder have incorporated the pink ribbon in their products to make women more aware about breast cancer and the importance of early detection.
Estee Lauder’s global breast cancer awareness campaign includes selling 20 pink ribbon products through its 14 beauty brands, including Estee Lauder, Bobbi Brown and Aveda. There's a Bobbi Brown pink ribbon Shimmer Brick compact, an Aveda pink ribbon hand relief cream and Estee Lauder Elizabeth Hurley-designed lipstick.
Ralph Lauren designed Pink Pony clothing and accessories, of which 10 percent of the proceeds will go to programs that support early diagnosis, education, treatment and research of breast cancer.
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