The pink ribbon is an international symbol of breast cancer awareness. Pink ribbons, and the color pink in general, identify the wearer or promoter with the breast cancer brand and express moral support for women with breast cancer. Pink ribbons are most commonly seen during National Breast Cancer Awareness Month. History Charlotte Haley, who had battled breast cancer, introduced the concept of a peach-colored breast cancer awareness ribbon. She attached them to cards saying, “The National Cancer Institute’s annual budget is 1.8 billion US dollars, and only 5 percent goes to cancer prevention. Help us wake up our legislators and America by wearing this ribbon.” Haley was strictly grassroots, handing the cards out at the local supermarket and writing prominent women, everyone from former First Ladies to Dear Abby. Her message spread by word of mouth. Haley distributed thousands of these cards. The peach colored ribbon of Haley aroused interest from Alexandra Penney, editor in chief of Self magazine, who was working on Self magazine'''s 1992 National Breast Cancer Awareness Month issue. She saw the initiative to adapt to Haley's idea by working with her. But Haley rejected the offer saying that Self's initiative was too commercial. Unable to use Haley's peach ribbon for legal reasons, Self magazine and others interested in promoting breast cancer awareness with a ribbon as a symbol decided to go pink. Meaning The color pink is considered feminine in modern Western countries. It evokes traditional feminine gender roles, caring for other people, being beautiful, being good, and being cooperative. The pink ribbon represents the courage to fight breast cancer, hope for the future, and the charitable goodness of people and businesses who publicly support the breast cancer movement. It is intended to evoke solidarity with women who currently have breast cancer. Breast cancer organizations use the pink ribbon to associate themselves with breast cancer, to promote breast cancer awareness, and to support fundraising. Some breast cancer-related organizations, such as Pink Ribbon International, use the pink ribbon as their primary symbol. Susan G. Komen for the Cure uses a stylized "running ribbon" as their logo. While specifically representing breast cancer awareness, the pink ribbon is also a symbol and a proxy of goodwill towards women in general. Buying, wearing, displaying, or sponsoring pink ribbons signals that the person or business cares about women. The pink ribbon is a marketing brand for businesses that allows them to