Are all the pink ribbons helping to cure cancer?

With all the pink ribbons, pink football uniforms and pink products seen this fall, some may believe that breast cancer is about to be cured. Yet even with all the money being spent, researchers are no closer to a cure than they were 50 years ago.

Breast cancer kills about 40,000 women each year and is the second-leading cause of death in women in the U.S., according to the American Cancer Society.

"In spite of all the money that's been raised, mortality rates are as high as they ever were," said Samantha King, author of Pink Ribbons Inc. "Women basically have the same options for treatment they had 30-40 years ago."

King has studied the Pink Campaign, the media effort to increase breast cancer awareness, for more than 15 years and has tried to explain why the search for the cure of this cancer has garnered more attention than others.

"It allows us to say the word breast out loud," King said. "It's a symbol of the breast which symbolizes motherhood."

Some view all-star athletes sporting pink for the cause as groundbreaking and heartrending. Two years ago, BYU's basketball team partnered with Nike to have an all-pink game with shoes, uniforms and basketballs with pink accents.

However the gear totaled about $6,000 (paid for by Nike) that the team would only use once. Some of the jerseys were signed and donated, but the players kept most of the equipment for themselves.

For Lori Richards, whose mom and two sisters have both survived breast cancer, said she is appreciative of the efforts because anything anyone can do or contribute to the cause is helpful.

"I think it's a good idea because there wouldn't be sports teams if their mom hadn't brought them into the world," Richards said. "Who took them to practice when they were little? Who took care of them and went to their games?"

She said that she wishes more were being done, even if that means companies are using the pink ribbon primarily for profit.

"If they make a buck, that's fine," Richards said. "As long as the awareness is getting out there."