People are dying because breast cancer awareness has eclipsed the dangers of bowel cancer, and other ‘less sexy’ cancers.

If that sounds melodramatic, consider this: A national Cancer Council study released today confirms most people think that breast cancer is Australia’s biggest killer. It also found the awareness of breast cancer screening is double that for bowel cancer, although both yield similarly life-saving results.
They have highlighted bowel cancer’s ‘tragic anonymity’ despite it being more common and more deadly than breast cancer. Compare this then, to the ‘hyper awareness’ around breast cancer.
Breast cancer has benefitted from one of the biggest and most successful public relations exercises ever seen.
A tide of pink rolls across Australia for a whole month - longer, even. There are famous faces and pink-lit places. Walks and runs and jogs and rides.
A huge industry has sprung up around it – with specialised breast cancer clinics scaring the crap out of young women by perhaps over-emphasising the risk they are at… while charging them to set their minds at ease.
‘Pinkwashing’ - where the pink label on a product makes a consumer feel good about buying a product although the end benefits are dubious – is rife.
Ultimately the lobbyists have done a great job; awareness is well and truly raised.
Which is fabulous. Except it means that bowel cancer is the poorer cousin who gets forgotten about. The poorer, forgotten cousin who is more likely to kill you.
The breast cancer lobby has done a brilliant job. And individually they are not responsible for the overall effect – which is that far too many women are overly worried about breast cancer, and far too few men and women are worried about bowel cancer.
According to the Cancer Council, breast cancer is Australia’s fourth biggest cancer killer after lung, bowel, and prostate cancer. (And if you’re convinced that bowel cancer is overlooked on the PR circuit, think about lung cancer, which kills more than twice as many Australians as breast cancer).
This is a fatal image problem. Compounded by the media, by celebrities, by the government.
Less awareness means less life-saving testing. It also means less pressure all the way up the food chain to get the disease the attention it deserves.
The media is at fault because it shies away from the ‘ick’ factor. I know of a men’s magazine that wouldn’t print a piece on bowel cancer – my source said they ‘pooh-poohed’ the idea. And that’s reflected throughout mainstream media.
Conversely, pretty ladies in pink get great coverage.
Celebrities are at fault because while surely more have suffered, or had a bowel cancer scare, they’re not out there talking about it and normalising – at least not at the levels of other cancer lobbyists.
Governments are at fault because despite their most ardent protestations they fall prey to public pressure – so sexier projects are more likely to get funded.
And while it seems unfair if not insensitive to pin some of the blame on breast cancer advocates, there is a finite research and funding pie, and it seems to me that the pink mafia are taking more than their fair share.
Prostate cancer suffered a similar problem, but thanks to Movember and a television campaign built around making a joke out of the test has been able to start building a solid profile.
Colorectal cancer, on the other hand, has no Movember, or coloured ribbon – although I did find a mention on line of a brown ribbon, I’m not sure that’s kocher.
There’s no easy answer here, but a bloody good place to start would be for the Government to sort out the shemozzle around bowel cancer screening and fund a proper program. And someone needs to come up with a fantastic PR campaign to help get bowel cancer the recognition it deserves.
Facebook Recommendations
Read all about it
Punch live
Up to the minute Twitter chatter
RT @popculturechris: Meanwhile, Gotye holds no.1 for a sixth massive week in the US - "that" song has now sold over 4 million copies there.
I like how a tip erodes so only you can use it MT “@paulwiggins: BBC News - Why are fountain pen sales rising? http://t.co/0hk2MRtf”
Recent posts
The latest and greatest
Protecting the Barrier Reef is the Fin end of the wedge
When you take on a job like being Environment Minister there’s some hits you can see coming. …
ICB: Is white bread the worst thing since sliced bread?
Welcome to this week’s I Call Bullshit column. It’s a regular column that looks at skulduggery…
Sometimes, you’ve just got to stick it to the bloody ref
We are taught early in life that we should not question authority. We must listen to our parents, our…
Nosebleed Section
choice ringside rantings
From: They must pay for one’s bitter disappointments
Michael S says:
"A teacher at Geelong Grammar had criticised her for using words that were too long, which had left her confused and had made her doubt her ability to write essays. She became ''quite distressed'' when her English marks began to fall." I can sympathise. My scholastic mentors conveyed to me a causal relationship… [read more]From: Welfare for breeders is a bonus for everyone
Change Up! says:
I have no problem paying my taxes. As a single, childless person on a very decent income, I can afford it and not have my life severely altered. Plus I understand that my taxes paying for things like schools, childcare and infrastructure is ultimately a good thing. A better community is better for me… [read more]Gentle jabs to the ribs
They must pay for one’s bitter disappointments
A private school girl’s family is sueing her elite, extremely expensive private school for not… Read more

Most commented