Because I have not yet offended every female Awl reader, I would like to point out that it is breast cancer awareness month. [Ed Note: *Hides under desk.*] A consumer holiday created by businesses that discovered placing a pink ribbon on any piece of shit product is a huge sales driver. Yes: "Brands will continue to benefit from identifying and contributing to a positive social purpose that makes sense for their business, with 64 percent of people globally saying they would recommend a brand that supports a good cause (up from 52 percent in 2008)," says the Edelman 2009 Goodpurpose Survey.

Breast cancer awareness month, unlike many other "awareness" campaigns, has done an admirable job of getting awareness to equal action. Many, many worthy causes do necessary work and fundraising to combat the horror of an all-too-common cancer (American Cancer Society 2009 estimates: 192,370 new cases and 40,170 deaths) that strikes women, often in the prime of their lives. They deserve our appreciation. I encourage everyone to list their favorites in the comments.

But then there are many others profiting, both financially and PR-wise. They deserve not only the scorn of breast cancer survivors like Kim Zielinski-("I think that the pink ribbon, as a symbol, tends to pretty up what is a pretty crappy disease. But a pink ribbon is easier to look at than the disease itself.") and LaShaune Johnson ("I cringe when I see that stuff. I feel like they're taking advantage of people who are suffering and want a sense of belonging.")-but ours as well.

First is the NFL. This month the league has convinced stars like Brett Favre to wear gay pink shoes and armbands that are later signed and auctioned to fans. The monies will go to aid research. Also, referees will donate a portion of their earnings. Note that the league itself is not giving much but is reaping the PR. (I first saw this noted on an Awl commenter's wonderful blog but I cannot remember whose so PLEASE IDENTIFY YOURSELF and link!)

Then there is the most egregiously hypocritical, the wine industry: Supporting Breast Cancer Awareness with Wine! Everyone from Fat Bastard to the August Hill Winery (?) are doing special pink-ribboned breast cancer awareness bottles/promotions. All this despite the fact that recent research shows a moderate, but undeniable, link between alcohol and increased breast cancer risk.