Every October, the world turns pink. Storefronts, sports teams, social media profiles, and all the accessories and merchandise glow in the signature shade of Breast Cancer Awareness Month. Pink merchandise floods the market, from coffee cups to t-shirts, often with only a fraction of proceeds reaching credible research or patient-support organisations. Perhaps more troubling is what the pink spotlight leaves in the shadows. A more balanced approach would view October not just as “pink month” but as an entry point for year-round engagement.