Breast cancer charities were last month warned that using pink in their advertising, communications and branding is counterproductive. It’s an interesting theory, from a response point of view as much as a creative one.

According to a report put together by none other than London Business School, Rotterdam School of Management, Erasmus University and international business school INSEAD, gender cues such as pink ribbons, backgrounds and images of women are counterproductive and ‘activate a defensive reaction’ in women that interferes with the objectives of breast cancer awareness campaigns. Read more »