It is breast cancer awareness month, and all the usual corporate suspects are out and running amok pink washing everything. For the NFL, that means pink shoes, pink hats, and pink wristbands (among many other items). Of course, the NFL wants us all to believe that they are taking a huge, philanthropic interest into the lives of the millions of women effected by breast cancer. Because the NFL, you know, cares.
But how much do they ACTUALLY care? According to Yahoo Sports, not much at all if happens to inconvenience even a miniscule aspect of their big brand. NFL player DeAngelo Williams was fined $5757 for writing “we will find a cure” in his eye black. Yep, the mascara like eye color that sports players typically wear underneath of their eyes to help negotiate the sunlight.
According to the NFL Network’s Aditi Kinkhabwala, Williams’ eye black featured “We will find a cure” and the breast cancer ribbon during breast cancer awareness month, and the league fined him $5,757 for supporting a cause near and dear to his heart. Earlier in October, the NFL denied Williams’ request to wear pink all season in hopes of continuing to raise awareness about a disease that took his mother in May 2014.
This isn’t a player who interjected himself into an NFL commercial, he simply manipulated his eye black to support breast cancer, an issue that the NFL has long shoved down our throats as something they deeply care about. His eye black, folks. This is pink washing at its most egregious, because the company all but tells us that when it isn’t benefiting their brand, they don’t give a damn.
But what about when they are giving a damn?
Here is the NFL in 2013 being accused of how they actually use those proceeds.
These types of companies do more harm than good. Not only do they push people to useless mammogram technology, but they also act in the most insincere ways. In these cases, breast cancer is just a new avenue for marketing. No breast cancer survivors are winning. This won’t help prevent breast cancer. It will just help spread a brand further to the masses.
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