Breast cancer is the most common cancer diagnosed among US women and is the second leading cause of cancer death among women. Today, Breast Cancer research is a multibillion dollar industry. The Overall breast cancer death rates since 1989 has decreased rapidly for a total decline of 39% through 2015. However, not all women have benefited equally from these improvements. The cancer divide between black women and white women in the US is startling. Although White women are more likely to be diagnosed with Breast Cancer, Black women are more likely to die from it. Every October, we are faced with a sea of pink “awareness” products. But what is being done in the fight for health equity?

Disconnected presents the disparities and inequities of breast cancer research, diagnosis and treatment, and how popular breast cancer “awareness” campaigns neither improve public health nor address social justice. The goal of this project was to meaningfully communicate how mainstream marketing diverts attention from the root causes of breast cancer (which are a result of complex interactions between economics, racism, sexism and power). By using counteradvertising, Disconnected presents information to educate, share and act. The materials are presented within a kit in order for people to unpack the information themselves, then have the opportunity to lead workshops in their workplaces and communities. The kit will allow individuals to begin spreading this information at local levels, in hopes that we will have strength in numbers to press our legislators.