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Since the adoption of wearing a pink ribbon by breast cancer survivors running in the 1990 New York marathon and the subsequent formation of a charity which aims to give 90% of the money it raises to the support of scientific research and public awareness of the disease, millions of dollars have ben donated.

The New York based charity Pink Ribbon Inc. promote Breast Cancer Awareness Month where like-minded, affiliated international groups participate in fund raising using the pink ribbon motif. The sponsors are encouraged to use the pink theme and it’s not unusual to see municipal fountains gushing with suitably coloured displays.

In the UK, a recent campaign saw media presenter and celebrity Chris Evans offering a pink Rolls-Royce Ghost for hire by the day anywhere in the country, complete with chauffeur and champagne, with the entire hire fee of over £5,000 being donated to the charity.

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