During the month of October, we see lots of pink. Yogurt lids, coffee cups, football jerseys, and ribbon-shaped everything adorn the media and shopping centers alike. However, the rise of “going pink” isn’t just a national trend. In October 2007, UNCW and the Communication Studies Society brought these efforts closer to home. Rock for a Cure is a breast cancer benefit that raises awareness and funding for the New Hanover Regional Medical Center Foundation’s Pink Ribbon Project. Since its commencement, Rock for a Cure has created a culture within UNCW and the Communication Studies discipline that has allowed for the month of October to be full of pride and promise for a healthier tomorrow.
Rock for a Cure has established itself in the Communication Studies Department as more than an event; it’s part of the culture. As Communication Studies majors, we know Rock for a Cure is an exciting event happening every October that students and faculty alike can look forward to attending. According to UNCW Communication Professor and Rock for a Cure coordinator Jennifer Chin, “Rock symbolizes strength. This strength is seen not only through these women battling breast cancer, but through our community. This event, and the Pink Ribbon Project are strengthening our community ties. Many times, you hear about organizations that fund research and you never hear what happens with your dollar amount, or how it specifically benefits someone. That’s what makes Rock so special, you know that your dollar amount is going to your neighbor, it’s staying local and going to someone in need. That’s what’s truly amazing about the event; we are all combining our efforts and coming together to be strong for our community, and letting these women know that we support them”.
In Geertz and Pacanowsky’s, Cultural Approach to Organizations Theory, the theorists state, “an organization doesn’t have a culture, it is a culture – a unique system of shared meaning”. As this year draws upon its eighth anniversary, we can reflect on Rock for a Cure’s wonderful contributions in the money rasied and donated for a fighting cause, the unforgettable moments it has provided us with in bringing together friends, faculty, students, and breast cancer survivors, as well as for the creation of great memories that will last a lifetime. In sharing the significance of breast cancer awareness with the department and the Wilmington community, the Communication Studies Society allows Rock for a Cure to permeate into the discipline as an indispensible, annual event.
With various ways to celebrate “going pink” in the month of October, it is always a heartwarming feeling to be able to commemorate breast cancer awareness in our very own community. So come one, come all to the Reel Café in Downtown Wilmington tonight for an evening filled with live entertainment, raffle prizes, food, and beverages all in light of a great cause. We can’t wait to see you there!
-Angelica DiPaolo, Morganne McIntyre, Anderson McNaull, Madeline O’Connor, Rachel White