A 'Pink' key to information grounds

The color pink plays a crucial role in breast cancer awareness information delivery as the "pink ribbon" is established as an international symbol of breast cancer awareness. One commonly understood purpose of using a specific color is related to the marketing concept of "brand recognition”: instant recognition of the messenger and also the message. In this paper we look at the role of color from a different, yet under-researched perspective. We argue that in the real world of breast cancer community education work, the color pink also functions as an agent that helps establish dynamically created "information grounds". The discussion of this novel perspective on information grounds is informed by a 12 month ethnographic case study describing and analyzing community education work in the context of breast cancer awareness information delivery.