Breast cancer: Pink sells, but we forget it bleeds too

The play highlighted the existence of 'corporate cancer' and our general lack of understanding and insensitivity towards the issue

Our inboxes are flooded with invites to sample pink cupcakes and mocktails. We can also get our cars cleaned, complimentary. Tempting spa choices are on the menu too. We're nearing the end of yet another Breast Cancer Awareness month, and I as a woman am both 'overwhelmed' and 'uncomfortable' with the special privileges on offer.
Yes, there are free check-ups to be availed too. Yet, the pink ribbons that have popped up everywhere are not inspiring any confidence. Rather, the colour is taking me back to the 2004, my first encounter with the disease.
I am at a coffee shop and the lady at the counter has convinced me to buy a dozen pink-frosted cupcakes - all for a cause. That's it, I have done my bit, just as the coffee shop has done its. I am made to believe. I walk out, but my hands shiver. I fail to understand why.
A decade has passed, but the feeling has stayed with me. Of course, between then and now, I have learned a lot more about the 'business' of breast cancer. Last month, I shared the experience with a group of local artists, actors, poets, and storytellers. The room filled up with discussions, anecdotes, and moments of self-introspection. We felt ashamed, angry, shy, ignorant, and silly. The voices got louder and resulted in us coming together to put up a free-to-attend evening of arts and education.
I volunteered to playwright and direct a script on the existence of 'corporate cancer' and our lack of understanding and insensitivity towards the issue. Actors like 15-year-old Nandini Khanna offered to be part of the play-reading act. "Awareness doesn't and shouldn't look like cookies and beverages in shades of pink. How does my buying a 'pink' treat help someone actually fighting the battle?" we debated.
"If free 'pink' manicures can solve the problem - let's keep going. But, it's time we distinguish between awareness, fashion, and commercialisation," said Ayesha Naseem, a poet, who'd be performing at the event.
"Let's be honest, there's nothing 'pink' about breast cancer - if anything, it's a total lack of colour, warmth, and happiness," felt Anam Tariq, a poet, who has penned down a piece on the thoughts of a woman in the waiting room of an oncologist.
We made an observation - as women, we ourselves were to blame too. "Before wearing a pink ribbon, go for a check-up and encourage a friend to go too. It's time we become sensitive towards the issue and stop selling the disease," shared Sonu Sultania, an artist, who'd be live painting at the event, "I'd like to depict the emotions of a woman trapped in the pink ribbon."
Can we make a difference? "I believe as a society we can and are progressing towards creating more substantial and life-changing programs every year. I believe raising awareness, no matter how small or big, is a significant step in combating the disease. Events like these give us an opportunity to educate people on a significant public health problem," shared Rana Zakarya, a certified medical expert on breast, cervical, and colorectal cancer, and educator at Burjeel Hospital, Abu Dhabi. Rana will deliver a talk on the physiology of breast cancer; it's risk factors, causes, prevention, etc.
Do you too want to make your voice count? Join us on October 28th, 4.30pm onwards at Hush Burger, Bay Avenue, Business Bay.
purva@khaleejtimes.com

• UAE