Has Breast Cancer Awareness Month Lost Its Focus?

We all know that October is Breast Cancer Awareness Month, and here at PRNewser we’ve written quite a bit about prime sponsor Susan G. Komen for the Cure’s recent PR upheavals.

Today we bring you an interesting, apolitical angle from blogger and breast cancer survivor Lisa Bonchek Adams. She believes that the Komen group lost its focus some time ago—and that the value of Breast Cancer Awareness Month has declined in turn.

Instead of focusing so intently on finding a “cure” rather than effective treatment, not to mention selling “everything from Kentucky Fried Chicken to alcoholic beverages to its own perfume while simultaneously trying to prevent anyone else from using the phrase ‘For the Cure’”, Adams believes that Komen and its many supporters should focus on the emotional side of the disease. More attention should be paid to the post-op experience that every breast cancer survivor goes through in addition to the damage it inflicts on affected families and the ongoing struggles of those, like Adams, who endure metastatic breast cancer diagnoses.

Many commentators continue to decry Komen’s focus on consumerism and profit, which seems to have intensified with time. Our favorite statement may be this 2011 “Wag of the Finger” clip in which Stephen Colbert shames the group for spending more than $1 million in donor funds (!) to sue other charities for using the phrase “for the cure”:

What do we think? Political affiliations aside, has Breast Cancer Awareness Month turned into a big sell-a-thon? Have Susan G. Komen for the Cure and its many, many sponsors begun to miss the point?

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.