A Kentucky Fried Chicken bucket, pink, will proudly display the ribbon image—recognizable to millions—for the Race for the Cure, a breast cancer charity.

Fried chicken? Pink ribbon? Breast cancer? These three go together how…exactly?

This is one of the most feared of all cancers.

The Susan G. Komen Foundation which is the sponsor of the Race for the Cure and other efforts, has been a leader in raising awareness of the importance of breast self-exams (BSE) and mammography in early detection of cancer.

It led the way and stayed a leader as other groups which shared the mission formed.

In the last few years, both practices—BSE and mammography—have been under strenuous challenge in studies. Doctors definitely do not agree about the value of either and/or both tests. Most recently, there has been a lot of attention focused on the hazards of “false-positives,” women who appear to have the disease and, after more extensive testing, do not have it.

There are many sub-populations among breast cancer patients. Younger women at higher risk because of their family histories. Women who have had one cancer and who are determined to do everything possible to reduce the risk of recurrence. Women whose risk is unclear but, perhaps, is higher. It is easy to understand that, in the fight for evidence-based practice, women and the doctors in the exam rooms with them, feel as if they must make decisions as best they can as the evidence wars rage on.

The KFC partnership is an unfortunate choice, just as study after study implicates fat as a risk in heart disease and cancer, the two leading causes of death.

This also brings to mind the Big Tobacco sponsorships of charities which were favorites of women or dedicated to women. The arts. Tennis.  The thinking back then was that they were going to give their money to some charities, why not ours? Yes, we are taking money from the Devil but He’s earning it from women smokers, too. Maybe this is a little justice, this donation. After the Congressional hearings examining Big Tobacco’s practices, the acceptance of money from these companies to women’s groups became much less acceptable to other donors. Word is, they are coming back around.

When one considers the good the Susan G. Komen Foundation has done when compared to the addition of one pink ribbon promotion partner selling fried foods, let’s try to cut them a little slack.

They are taking as much heat for this choice as there is in the deep fryers at KFC outlets.

ABC News

“In the latest incarnation of pink ribbon promotions, the prominent breast cancer advocacy group Susan G. Komen for the Cure has teamed up with KFC in a national “Buckets for the Cure” campaign which will run until May 23.

“But while the endeavor guarantees to bring big money to the cause, this unlikely partnership is rustling more than a few feathers in the breast cancer community — eating fatty foods, argue some detractors, increases the risk of breast cancer.

For each pink bucket of chicken purchased, KFC will donate 50 cents to Komen with the ultimate goal of $8 million — which would be the single largest donation ever received by the organization.

The campaign has already raised $2 million in its first week alone.

While corporate partnerships like the “pink bucket” provide essential non-profit funding for breast cancer advocacy, Komen’s current campaign raises the question among some critics: is pink promotion being taken too far?”

Source: ABC News, April 24, 2010