October is Breast Cancer Awareness Month where fund raising efforts invoke cancer walks and products with pink ribbons remind us of the devastating impact of this disease. While the efforts of the Pink Campaign are by and large commendable, critics are scrutinizing pink products and the need to focus more on prevention while searching for a cure. TrekDesk is one advocate believing the impact of preventative measures are not promoted adequately and is striving to bring greater awareness through its Movement Revolution.

Pink Ribbon

Breast cancer is the most common form of cancer among women with 1 in 8 women developing the disease in their lifetime. According to the Centers for Disease Control breast cancer is the second leading cause of death in women (40,000 deaths per year) and leading the cause of death among Latina women and all women aged 25 to 50.

Awareness of breast cancer and a search for its cure is at all time highs due to measures like the Pink Campaign however some question why, with all the fund raising, we have yet to find a cure and why so few understand preventative measures that would reduce the development rate of the disease.

"We believe that a greater emphasis should be made on the powers of prevention while searching for a cure for breast cancer,” states TrekDesk CEO Steve Bordley. “Numerous studies have shown that living a healthy lifestyle and walking 5 miles per day would cut breast cancer rates in this country by 40% or more. If a pharmaceutical company discovered a drug with similar results this would be front page news."

A joint study from the American Institute for Cancer Research and the World Cancer Research Fund found that 40% of all breast cancer cases in the U.S. could be prevented with lifestyle changes which included exercise, proper diet and weight management.

"Though cancer walks are wonderful fund raising opportunities it is tragically ironic that the walk itself, if completed daily, would have a phenomenal impact on the reduction of all cancer rates in this country. We think the pink ribbons should have the words “10,000 Steps A Day” placed on them as a reminder of effective, immediate action that can mitigate the pace of this dreaded disease," related Bordley.

During the past year the pink ribbons on products have come under tremendous scrutiny as well, especially when they appeared on alcohol products, cosmetics and Kentucky Fried Chicken.

Barbara Brenner, executive director of Breast Cancer Action, a breast cancer advocacy group, was openly appalled in an interview this week with NPR, "You can't sell pink bucketed chicken that's bad for your health to raise money to help breast cancer. It's just a bad message." Ms. Brenner went on to raise concerns about Pink endorsed women’s cosmetics sold by Revlon, Este Lauder and Avon which are known to carry toxins and have been corrected for the European markets but not for markets here in the United States.

A greater focus on the inequities in society also needs to be undertaken. African American women have a lower contraction rate for breast cancer yet a higher death rate, indicating a potential gap in medical equality. The Latino community shows an ever increasing rate of breast cancer yet the exact answers are unclear. Some speculate to the lack of education and fresh, whole foods as well as safe, readily available exercise venues such as parks.

"A greater emphasis on education, movement and healthy lifestyles across all walks of life would be extremely beneficial while we continue searching for a cure," stated Bordley.

TrekDesk is the first affordable, full sized, height adjustable work station which when added to an existing treadmill allows individuals the opportunity to walk at slow speeds while they work/study achieving 10,000 steps in as little as 3-4 hours. You can join TrekDesk’s Movement Revolution on their Facebook page.

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