- October 6, 2011 • 11:00 am PDT
- + comments
- See original
- prevnext
1 / 6
Ovarian Cancer
Month: September
Icon: Teal ribbon
Strategy: Ovarian cancer awareness advocates claim September as their month—as do advocates for awareness of prostate cancer, childhood cancer, and thyroid cancer. "I want to emphasize that it's not a competition," says Ovarian Cancer National Alliance Vice President Cara Tenenbaum of September's overcrowded awareness market. Still, in a sea of blue and gold ribbons, ovarian cancer advocates are pushing teal hard. The teal ribbon might not yet be immediately linked with ovarian cancer in the public mind, but "our community certainly recognizes it, and that's important," says Tenenbaum. Plus, teal is a "universally flattering color." To promote it, the alliance has staged Facebook campaigns encouraging users to tint their photos teal and launched a "Shop Teal" online pop-up shop where consumers can buy teal T-shirts, jewelry, pottery, and art.
The ovarian cancer awareness movement faces a couple of unique challenges. Of the 22,000 patients diagnosed each year, Tenenbaum says, only 45 percent survive after five years, and the cancer has a 75 percent reccurrence rate. While other cancer survivors are running 5Ks and spearheading events, "a lot of our people are in treatment for a lot of time," Tenenbaum says. And unlike prostate or breast cancer, there is no screening test for ovarian cancer.
Ovarian cancer does have an app. Today, the Ovarian Cancer National Alliance launched a mobile app that helps women chart potential symptoms and seek out help if something seems wrong. And ovarian cancer awareness isn't afraid to get a little sexy, too. The alliance has partnered with Avon Books to stamp ovarian cancer awareness messages on the covers of its romance novels through the "Kiss and Teal" campaign. Stamped books include information about ovarian cancer symptoms on the backs of seven Avon book jackets. The campaign is a simple—but noninvasive—way to reach older women. "It's not like every heroine has ovarian cancer," Tenenbaum says.
Breast cancer activists have succeeded in painting the world pink. Can prostate, ovarian, skin, and lung cancer activists replicate their success?
Read a deeper look at efforts to market prostate cancer awareness.

































