Is it done yet? October's Breast Cancer Awareness Month that is.

I don't think there's anyone left that is unaware of this horrible disease. Maybe it's all the pink paraphernalia that's done it, but more than likely it's that just about everyone knows someone who is dealing with or has been hurt by this particularly cruel cancer.

Several years ago when I started to get a little uneasy, perhaps downright queasy about the pink campaign I dared not speak my concerns. But when it became obvious that the message was more about marketing than actual awareness, I progressed from worry to outrage.

Two years ago I found myself dreading October and all the pink crap that goes with it. You see, those of us with more than a nodding acquaintance with breast cancer (and our numbers grow bigger every year) don't need a publicity campaign to keep it "top of mind". We know it every day, by the scars on our chests and the holes in our hearts. We know it by absence; through the empty spots at our family gatherings. If you want to know the truth, we'd like to not think about it now and then.

I finally had to say something. You can read that blog post here.

I found I wasn't alone in my thinking, but so powerful is that pink machine, you might as well admit you don't like puppies.

If you want to avoid "pinkwashing" and instead empower research to find a cure, a smart step is to check out Charity Navigator, an online tool to gauge the true value of giving, so that your gifts can be used most efficiently and effectively.

You might want to target a specific area of cancer research. You might want to give to support women (and men) as they recover, with issues that encompass emotional as well physical aspects.

One of the most aggressive forms of cancer, inflammatory breast cancer is terribly underfunded; as only 5% of all breast cancers, it isn't appealing to drug companies. Maybe make it more newsworthy by pinpointing it as the object of your donations. There are lots of ways to fight the fight.

Next, write a check. Ad then go enjoy some real fall color.