Fall's Changing Colors

The idea of sporting pink ribbons for breast cancer awareness likely began in 1991, when the Susan G. Komen Foundation handed them out to participants in its New York City race for breast cancer survivors. But the pink-washing of the American landscape each October since then is the result of years of PR, marketing and communications efforts; (savvy, for the most part) corporate partnerships; multichannel awareness and fundraising campaigns; and tons of social-media moxie. Everyone wants to wear the ribbon, and most of us want to do something besides just wear it. Many of us donate. Or buy specially hued products. Many others walk, sometimes for days, or we run, or bike or swim. Or all three. And a whole lot of us want to enlist others in our efforts — so we reach out.