“Pinkwashing” is a term used to criticize corporate campaigns and practices in which the sponsoring companies position themselves as leaders in the struggle to eradicate breast cancer. But the advocacy group Breast Cancer Action, with its "Think Before You Pink" campaign, questions how and why breast cancer has become the poster child of corporate cause-related marketing campaigns, as companies try to boost their image and their profits by connecting themselves to a good cause. Breast Cancer Action urges people to ask some critical questions before opening their wallets for these marketing campaigns: How much money goes to the cause? What is it supporting? How is it being raised? And will it truly affect the fight against breast cancer?