Breast Cancer Action [3] of San Francisco is one of the few cancer prevention groups willing to tackle the corporate connection to the causes and prevention of breast cancer [4], which has risen alarmingly [5]. BCA has placed a "think before you pink" ad in today's New York Times asking "Who's really cleaning up here? Breast cancer has become the poster child of corporate cause-related marketing campaigns [6], as companies try to boost their image and their profits by connecting themselves to a good cause. Breast Cancer Action urges you to ask some critical questions before opening your wallet for these marketing campaigns: How much money goes to the cause? What is it supporting? How is it being raised? And will it truly affect the fight against breast cancer? Make sure you know what your money is actually supporting, and consider whether shopping will truly make a difference. What the breast cancer movement needs is political involvement and action to create real change - and we don't mean the kind you keep in your pocket."