Breast Cancer Action (BCAction) is a U.S.-based
grassroots education and
activist organization driven by and supporting people living with
breast cancer. It was founded in 1990 by Elenore Pred, Susan Claymon, and Linda Reyes. Based in
San Francisco, BCAction is known for understanding breast cancer not as an individual crisis, but a
public health emergency, and for their commitment to social justice. The organization's mission is to achieve health justice for all women at risk of and living with breast cancer. BCAction is known for its
Think Before You Pink campaign, launched in 2002, which encourages consumers to ask critical questions before buying
pink ribbon products and holds corporations accountable for pinkwashing.