Agreed – while awareness and public attention is critical, it is NOT ENOUGH! One thing though – you mentioned the NFL as a perpetrator of pinkwashing, but they donate 100% of the profits from their retail and auction Pink items to the American Cancer Society. They also started a campaign, “A Crucial Catch”, that works with ACS in providing grants to give wider access to cancer screening nation-wide. They are actually one of the companies that has done a lot for ACS!