Nothing Says Breast Cancer Awareness Like a Pink Handgun–A PR Nightmare That Was Shot Down

Would you like the matching holster?

When I think of my breasts and the need for monthly self-examination, I must admit the last thing I think about is buying a pink handgun to remind me to do it. In fact, I can’t think of a single medical self-examination that comes to mind when purchasing any handgun, let alone a pink one. But thanks to Discount Gun Sales, you, me, your sister, daughter and mother can buy that pink handgun and pull it out of our nightstand or, for that matter, apply for a concealed weapons permit, and remind ourselves daily of our need to examine our breasts.

Discount Gun Sales seems to be attempting to capitalize on the media coverage by putting out a pink handgun in time for Breast Awareness Week and claiming a partnership with the Susan G. Komen Foundation. Discount Hand Guns is promoting their Pink Walther P-22 as a limited production pistol called the “Hope Edition,” with a list price of $429.99. According to the Wisconsin Gazette.Com:

An undisclosed portion from the sale of each Walther P-22 “Hope Edition” will be donated to the Seattle Branch of the Susan G. Komen Foundation.

The Hope Edition has “an exclusive DuraCoat Pink slide in recognition of Breast Cancer Awareness month,” according to the promotion. “Utilizing the same reliable controls and firing mechanism that has made the Walther P-22 America’s top selling handgun, the Hope Edition will be a limited production pistol offered exclusively through Discount Gun Sales.”


Believing this to be the nightmare that it would most certainly become, Komen set out to clarify the relationship between themselves and Discount Hand Guns. Via Huffington Post:

Andrea Rader, the director of communications for Komen, told HuffPost Friday afternoon that the two groups are not actually affiliated at all. “We do not have partnerships with any firearms manufacturer. Nor does our Seattle Affiliate receive donations from this manufacturer. As you noted, they even got the name of our organization wrong.”  A spokesman for Komen’s Seattle chapter, meanwhile, told The Huffington Post that his group was completely unaware of Discount Gun Sales’ “Hope” gun and hadn’t received any donations from the company.

After the PR mess with Planned Parenthood, I laughingly suggested to friends that the Komen Foundation should link up with the PR team for Mr. Jack Box (as in Jack-in-the-Box) because everyone loves Jack. After seeing the possible partnerships available to the Komen Foundation, I believe I will send  the CEO the following list of suggested items that they might want to reconsider before partnering up with the makers/companies for future campaigns for their Breast Awareness Week:

  • pink furry handcuffs
  • pink nipple rings
  • mostly any pink item dealing with breast jewelry and/or piercings
  • pink machetes
  • pink canisters of pepper spray
  • pink stun guns
  • pink switchblades
  • pink bondage items
  • mostly all weaponry in pink is probably not a good idea.

I am certain that all reading this article have dozens of PR ideas that exceed the expectations that one might have for this “Hope Edition” creating an environment that says:  Breast Awareness. And I’m just guessing, but I am pretty sure you have your own list of items that you would like them to take a pass on in the future rather than coloring them pink and linking the item forever to our breasts. I won’t even touch the juxtaposition of the ideas of performing an examination that might prevent cancer with the act of carrying a deadly weapon. I will leave that debate for another day.


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