October rolls in with a feeling in the air that can only mean fall. We see an explosion of reds, oranges, yellows and … pink? Yup, it’s Breast Cancer Awareness Month. Stores are flooded with pink wristbands, T-shirts, water bottles and any other knick-knack you could think of for advertising an “awareness” of breast cancer.

Well, I think we’re aware. I know that I am, especially after my friend’s mother passed away a couple of years ago from the disease. Chances are you are considering that breast cancer is the most common form of cancer worldwide. So why do we need to flood of pink to remind us?

Showing your support for a cause has come to mean nothing more than advertising it. Instead of actively fundraising or educating, we pay to display the ad on our person so that maybe a portion of the cost goes to breast cancer research. Sometimes not even a portion of our money goes to helping fight breast cancer.

Raising “awareness” for the disease can simply be that, making other people know about it. Companies that don’t explicitly say that part of the proceeds go to breast cancer research can simply pocket all of the profit and leave you with no more impact on the world than simply wearing an obnoxious pink T-shirt. Some companies do donate all proceeds to breast cancer research, but you have to take the time find out if that is the case or not. Don’t give in to impulse buys.

Breast cancer is a devastating disease that can stop your world when your mother, daughter, sister or friend is diagnosed with it. So why should we discredit these women’s battles by buying into cheap commercial ploys that tell us that the only way we can support the fight against breast cancer is by buying their product? Support the fight against breast cancer by actively supporting those affected by it and aiding the research in whatever way you are able.

We have become a society of passive support instead of action. It is easier for us to spend $10 on a T-shirt than to actually go out and do something about it. Raising awareness is the post-modern version of action and it is nothing more than the easy way out.

Instead, consider getting involved with Colleges Against Cancer, which coordinates various fundraisers and the Iowa State University Relay for Life. Participate in Relay for Life, raise money and actually give up 12 hours of your time to walk in remembrance and celebration of those affected by the disease.

If you care enough about a cause to donate to it, why not just donate directly to a hospital or research organization and cut out the middleman? Don’t give corporate America another opportunity to benefit from people’s illness and sadness.