promote themselves with women and identify themselves as being socially aware. Compared to other women's issues, promoting breast cancer awareness is politically safe. Products Each October, many products are emblazoned with pink ribbons, colored pink, or otherwise sold with a promise of a small portion of the total cost being donated to support breast cancer awareness or research. The first breast cancer awareness stamp in the U.S., featuring a pink ribbon, was issued 1996. As it did not sell well, a new stamp with an emphasis on research was designed. The new stamp does not feature the pink ribbon. Wacoal launched a bra in 1999 known as the Awareness Bra, which features a pink ribbon on each band to remind women to be conscious of their breast health. In 2001, the Fit for the Cure campaign was launched to raise funds for breast cancer awareness and research. Wacoal donates to Susan G. Komen for every woman who participates in a complimentary fitting during Fit for the Cure. In Canada, the Royal Canadian Mint produced a silver commemorative breast cancer coin. 15,000 coins were minted during 2006. On one side of the coin, a portrait of Her Majesty Queen Elizabeth is illustrated, while on the other side a pink ribbon has been enameled. Additionally, 30 million 25-cent coins were minted with pink ribbons during 2006 for normal circulation. Designed by the mint's director of engraving, Cosme Saffioti, this colored coin is the second in history to be put into regular circulation. Intellectual property status In most jurisdictions, the pink ribbon is considered public domain. However, in Canada, the Canadian Breast Cancer Foundation claimed ownership of the ribbon as a trademark until it was voluntarily abandoned. Criticism The pink ribbon is frequently used in cause-related marketing, a cooperation between non-profits and businesses to promote a product that also supports a cause. Because the pink ribbon is not licensed by any corporation, it is more open to being abused by businesses that donate little or none of their revenue to breast cancer research. While companies such as Estée Lauder have distributed over 70 million pink ribbons, and donated over $25 million to breast cancer research, other companies have been discovered using the pink ribbon inappropriately—either by not donating their profits, or by using the pink ribbon on products that include ingredients which cause cancer. Pinkwashing Activism against pinkwashing targets breast cancer awareness and