You may have heard of people going "green," but October is all about going "pink" for Breast Cancer Awareness Month. "Pink" jewelry, key chains and even clothing are used to raise money for breast cancer programs and services. However, don't buy your favorite pink items just yet! - Think before you pink. 
Some companies use the pink-ribbon campaign solely to benefit their image, profile and sales; therefore, according to Breast Cancer Action, the national watchdog and educational advocacy group that trademarked the "Think Before You Pink" campaign (thinkbeforeyoupink.org), it is important for you as the consumer to ask some of the following questions:
1. How much of your money actually goes towards breast cancer research, programs and services?
Companies sometimes provide very vague information about the donation by stating that "part of the proceeds" will be donated, instead of disclosing the total amount or percentage. If a total donation amount is provided, consumers then need to decide if it's adequate. Usually you are better off donating directly to your organization or program of choice.
2. What breast cancer organization or programs does your money support?
It may not always be clear where your money is going. Consider what kind of research, program or service your money will fund. Is your money being used for something that is already well-funded, or an issue that is often under-funded? Is the donation reaching those that are most in need?
3. How are the funds being raised?
Make sure you know exactly how a company is raising money. Buying a pink product doesn't always ensure that a company will donate to the cause; sometimes consumers need to take an extra step by going online or mailing something in before a donation is made. Make sure you read the fine print!
4. Is there a limit on the company's total donation?
Companies often put a cap on the total amount they donate. This means that only a certain amount will be given, despite how many products are sold. Ultimately, your purchase may not be contributing to the cause if the cap has already been met.
5. Is the company contributing to the problem?
Some companies sell pink products and donate to breast cancer organizations, but their products are actually contributing to the problem. Make sure the company you are buying from is helping fight breast cancer, not cause it.
Making Strides Against Breast Cancer is the American Cancer Society's premier event to raise awareness and funds to fight breast cancer. It is an opportunity for the community to celebrate breast cancer survivors, educate women about early detection and prevention, and raise money to fund life-saving research. The American Cancer Society Great Lakes Division hosted Making Strides in Northwest Indiana on Sunday, October 11. For more information about Making Strides Against Breast Cancer, please visit www.cancer.org/stridesonline.