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Pink Ribbons Inc. 93<br />
and dependence on <strong>the</strong> care of o<strong>the</strong>rs. We are ‘people with AIDS’”<br />
(Navarre, 1988, p. 148).<br />
The recognition that identity categories—<strong>the</strong> means through which<br />
people with disease are labeled and categorized—could signifi cantly<br />
shape <strong>the</strong> course of a disease and society’s response to it has had<br />
profound implications for <strong>the</strong> formation and strategies of health activist<br />
movements in <strong>the</strong> wake of <strong>the</strong> AIDS epidemic. Through processes of<br />
what social movement scholars call “social movement spillover”—when<br />
new movements grow from <strong>the</strong> foundations of existing movements and<br />
borrow from <strong>the</strong>ir strengths and strategies—<strong>the</strong> health activist groups<br />
that emerged in <strong>the</strong> 1980s and 1990s, while diverse in <strong>the</strong>ir agendas and<br />
strategies, shared a sense of <strong>the</strong> importance of disease identity categories<br />
that suggested live, active, and empowered individuals. Among cancer<br />
activists, this recognition was evidenced by <strong>the</strong> gradual disappearance of<br />
<strong>the</strong> label “cancer victim” (and to a slightly less extent, “cancer patient”)<br />
from public discourse and its replacement with <strong>the</strong> “cancer survivor.”<br />
This shift was given institutional legitimacy and form in 1986<br />
with <strong>the</strong> formation of <strong>the</strong> National Coalition for Cancer Survivorship<br />
(NCCS). Their organization was <strong>the</strong> first, <strong>the</strong> NCCS claims, to define<br />
an individual diagnosed with cancer as a survivor from “<strong>the</strong> moment<br />
of diagnosis and for <strong>the</strong> balance of life.” Since that time, NCCS has<br />
been a leading force in advocating for “survivor’s rights” by lobbying<br />
for increased funding for cancer research and access to quality cancer<br />
care and sponsoring educational publications and programming. The<br />
founding of <strong>the</strong> NCCS was followed by <strong>the</strong> formation of o<strong>the</strong>r cancer<br />
survivorship organizations (<strong>the</strong> American Cancer Society’s Cancer<br />
Survivors Network, for example) and a move on <strong>the</strong> part of existing<br />
organizations to place survivorship at <strong>the</strong> center of <strong>the</strong>ir missions and<br />
at <strong>the</strong> heart of <strong>the</strong>ir public relations activities. While in some cases a<br />
professed interest in “survivorship” was just ano<strong>the</strong>r term for commitment<br />
to research on prevention, treatment, and cure, in o<strong>the</strong>r cases<br />
“survivorship” came to represent a new realm of scientific concern, a<br />
hi<strong>the</strong>rto neglected phase of <strong>the</strong> experience of cancer. An April 6, 1998,<br />
Dallas Morning News article explained <strong>the</strong> development as follows, “As<br />
many as 10 million Americans call <strong>the</strong>mselves cancer survivors. Yet<br />
until recently, <strong>the</strong>ir well-being has been largely unexplored by most<br />
doctors and medical researchers” (Beil, 1998, p. 7D). As a result, <strong>the</strong><br />
cancer survivor became—or ra<strong>the</strong>r was constituted as—a subject of<br />
scientific investigation and several leading cancer organizations instituted<br />
programs to encourage <strong>the</strong> study of <strong>the</strong> physical and mental<br />
well being of people who had lived through <strong>the</strong> disease. In 1996, <strong>the</strong><br />
National Cancer Institute created <strong>the</strong> Office of Cancer Survivorship