Breast Cancer Isn’t Just Pink

Breast Cancer Isn't Just Pink.

 Breast Cancer Isn't Just Pink, is a new campaign to mark Breast Cancer Awareness Month which acknowledges that everyone's breast cancer journey is unique and individual and can, at times be filled, with dark and difficult moments.  It's a kaleidoscope of different emotions and experiences so why would breast cancer be just pink?

1 in 10 women will be diagnosed with breast cancer in their lifetime, and it is the most common cancer in women in Ireland. Each year approximately 3,351 cases are diagnosed, and sadly 728 people die from the disease.

The colour pink has become synonymous with breast cancer, however many patients experience darker moments, have difficulties dealing with the stark reality of a cancer diagnosis and some can feel alienated by the overwhelmingly positive ‘pinkness’ that dominates the movement.

We have listened to your feedback, and so this Breast Cancer Awareness month, we are presenting a new campaign highlighting the realities, and the individuality of our four incredible ambassador's breast cancer journeys and we have asked them what colour represents their breast cancer journey.


Four ladies, each on or recovering from a unique breast cancer journey, share their stories of sadness, determination and hope this Breast Cancer Awareness Month, and reveal what the colour of their journey has been and why.

Click on the photo's below to see their stories in full

Professor Janice Walsh, consultant medical oncologist at St Vincent's Hospital and Adelaide and Meath Hospital, welcomes this inclusive breast cancer campaign, said “Cancer services have been hit badly by COVID-19, with many referring to it as the ‘forgotten C’. Symptomatic clinics and breast cancer screening need urgent resources and prioritisation to ensure that a second casualty of the pandemic is not needless deaths from cancer due to late detection. I am proud to support this campaign which puts the patient at the centre and highlights the uniqueness of every breast cancer journey.  This campaign aims to highlight these issues while reassuring newly diagnosed patients that we are seeing improved quality of life and better outcomes thanks to advancements in treatment and care – but early diagnosis is key."

For me breast cancer is..... Green. Green represents the ongoing growth and progress in breast cancer research. 


Liz Yeates, CEO and Marie Keating Foundation, and breast cancer survivor said:“Each patient’s cancer journey is unique, and often a  range of feelings are experienced, culminating in an entire spectrum of colours and emotions. Not everyone feels ‘pink’ at all times, and that’s okay! Pink does represent many journeys or moments in journeys, but we have heard at times in response to our own campaigns, that many patients and survivors don’t identify with ‘pink’ and in fact feel it does not represent their experience of breast cancer.  With this campaign, we have put the patient voice and experience first, where it should be, and hope it will open up a healthy, needed debate on the ‘colour of cancer’. We know how unique each person’s experience is, and we understand how difficult cancer can be. We are here to support patients at every stage, from bright to darker moments, and everything in between."

For me breast cancer is..... Yellow. Yellow represents the most beautiful, life sized, get-well card I received on the day after my diagnosis - handcrafted especially for me by my amazing colleagues showing support and love and reminding me every day that I wasn’t in this on my own. Yellow was the colour of the stunning sunflowers that grew in my garden that summer where I retreated so often to  gather my strength. Yellow represents the light glimmering at the end of a long, long tunnel which initially was pale and weak but steadily grew stronger and brighter drawing me towards it as I progressed through my treatment.  

One story that needs to be told this breast cancer awareness month belongs to our friend Deirdre Kelleher Dowling. Deirdre was a fierce advocate for breast cancer awareness and a valued member of our Positive Living Family. A loving mother, wife and compasionate nurse for many years, Deirdre sadly passed away before the Breast Cancer Isnt Just Pink campaign could be launched, but we would like to honour her memory and share her story all the same. Please click here to read Deirdre's story in full.


Download helpful information booklets on how to be more breast aware and cope with the side effects of breast cancer treatment

Learn more about our positive living support group of women living with metastatic breast cancer


Show your support this Breast Cancer Awareness Month and buy a pink ribbon pin

Our Six Week Survive and Thrive programmes helps those out the other side of cancer adapt to their new normal

Our MBC Day Webinar takes place on the 13th October and is free to attend


Show your support this Breast Cancer Awareness Month and donate to those on a breast cancer journey

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