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In the pink

Last Sunday, I was watching football--the Bears vs. the Lions--in Graham's family's basement. It was an unfamiliar television, and I was a guest, so I didn't point out that I thought that there was something really wrong with the color. It looked like a nice television, and I didn't want to be rude enough to point out the flaws. But some of the reds didn't seem to be presenting themselves correctly.

It wasn't until an hour into the game that Graham's aunt Polly turned to me and said "what the hell is up with all the pink?"

"You see it too?"

It was everywhere. On hats. On shoes. Gloves. Towels. It wasn't until another hour of speculation that we actually saw a pink ribbon on an announcer and realized that the NFL had gone pink for Breast Cancer Awareness Month. Graham got there later that day, and he confirmed that the NFL website had been pink all week. 60 percent, it turns out, of players and coaches and staff have had mothers, wives, sisters, aunts, grandmothers and other women in their lives diagnosed with breast cancer. When the NFL proposed this campaign, the players and coaches enthusiastically agreed.

I figured it'd be a one-weekend event, but when I started watching the games this weekend, the pink was evident. They are even wearing pink chin straps and mouthguards and wrist bands. The Texans are selling some pink accented gear.

On the one hand, this is a ridiculously shrewd and clever marketing ploy on the part of the NFL. Increasingly, women are more becoming an important part of the NFL fan base, and it's silly of the league not acknowledge that and capitalize on it. And who is going to object to promoting breast cancer awareness?

On the other hand, I think that it's pretty damned awesome. Wearing pink? For a whole month? Wow. It's not some token bullshit, like "Hispanic Heritage Day" or some such thing. And I really like the acknowledgement that, though breast cancer is diagnosed primarily in women, it's a disease that impacts everyone.

And the pink is much, much better than those horrific throwbacks the Broncos were wearing yesterday.

So I say, exploit me, NFL. And keep up the good work. This is a public service campaign that I really appreciate.


( 1 comment — Say something )
Oct. 13th, 2009 01:04 pm (UTC)
Dude I loved the Broncos throwbacks. Those were awesome.
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