Next month is Breast Cancer Awareness Month. As the “Think Pink for Breast Cancer” movement approaches it’s 30th anniversary, it can no longer call itself by the name that was coined locally. “Think Pink” started right here in Redding as a collaboration between the American Cancer Society and MD Imaging. The term spread nationwide and beyond to bring awareness to the importance of early detection to make breast cancer survivable. It didn’t occur to anyone locally that someone would register “Think Pink” as a trademark, but that’s what an east coast organization did, and last year they sent a cease-and-desist to the local organization. That’s why the former “Nor Cal Think Pink” is now “Nor-Cal Breast Cancer Connection”. The local leaders say they’re not bitter, and decided it would be counter productive to spend money on a legal fight for the name.
-Steve Gibson