"I Decked Myself Out in Pink": Examining the Role of the Pink Uniform in a Virtual Sports Charity Event

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Author(s)
Hookway, Nicholas
Palmer, Catherine
Wade, Matthew
Filo, Kevin
Griffith University Author(s)
Year published
2023
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From the annual ‘Pink Test’ cricket match in Australia to Mother’s Day fun runs, there has been a proliferation of ‘pink’ uniformed charity events. This article analyses the pink uniform of the 2020 Cancer Council Tasmania’s Women’s first virtual 5K walk/run (W5K). The Women’s 5K event took take place virtually in September 2020 due to COVID-19 restrictions. The annual event, which runs through the CBD of Launceston, a regional city in Tasmania, typically attracts around 2,000 participants and is Cancer Council Tasmania’s major annual fundraiser. Cancer Council received 798 registrations for the 2020 virtual event and raised ...
View more >From the annual ‘Pink Test’ cricket match in Australia to Mother’s Day fun runs, there has been a proliferation of ‘pink’ uniformed charity events. This article analyses the pink uniform of the 2020 Cancer Council Tasmania’s Women’s first virtual 5K walk/run (W5K). The Women’s 5K event took take place virtually in September 2020 due to COVID-19 restrictions. The annual event, which runs through the CBD of Launceston, a regional city in Tasmania, typically attracts around 2,000 participants and is Cancer Council Tasmania’s major annual fundraiser. Cancer Council received 798 registrations for the 2020 virtual event and raised over $120,000. Locating the W5K pink uniform within the emergence of “embodied philanthropy” (Robert), this article analyses how pink uniforms were used by virtual walkers and runners to recreate the mass affective and community spectacle of the usually in-person event. Drawing upon Vilnai-Yavert and Rafaeli’s artifacts framework, the article extends the concept of “embodied philanthropy” to outline the instrumental, symbolic and aesthetic dimensions of the pink sports charity uniform. While acknowledging the risks of “pinkwashing” in reproducing narrow gender ideals and bright-siding cancer, the article argues the pink uniform was vital in staging a meaningful and impactful virtual event.
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View more >From the annual ‘Pink Test’ cricket match in Australia to Mother’s Day fun runs, there has been a proliferation of ‘pink’ uniformed charity events. This article analyses the pink uniform of the 2020 Cancer Council Tasmania’s Women’s first virtual 5K walk/run (W5K). The Women’s 5K event took take place virtually in September 2020 due to COVID-19 restrictions. The annual event, which runs through the CBD of Launceston, a regional city in Tasmania, typically attracts around 2,000 participants and is Cancer Council Tasmania’s major annual fundraiser. Cancer Council received 798 registrations for the 2020 virtual event and raised over $120,000. Locating the W5K pink uniform within the emergence of “embodied philanthropy” (Robert), this article analyses how pink uniforms were used by virtual walkers and runners to recreate the mass affective and community spectacle of the usually in-person event. Drawing upon Vilnai-Yavert and Rafaeli’s artifacts framework, the article extends the concept of “embodied philanthropy” to outline the instrumental, symbolic and aesthetic dimensions of the pink sports charity uniform. While acknowledging the risks of “pinkwashing” in reproducing narrow gender ideals and bright-siding cancer, the article argues the pink uniform was vital in staging a meaningful and impactful virtual event.
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Journal Title
M/C Journal
Volume
26
Issue
1
Copyright Statement
© 2023 Nicholas Hookway, Catherine Palmer, Matthew Wade, Kevin Filo. This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Subject
Screen and digital media
Communication and media studies
Cultural studies