Millions of dollars have been donated since the introduction of the pink ribbon to breast cancer survivors who ran in the 1990 New York Marathon.

Pink Ribbon Inc., a New York-based charity, promotes Breast Cancer Awareness Month. It allows like-minded international organizations to participate in fund raising with the pink ribbon motif. Sponsors are encouraged to use pink themes and it is not uncommon to see municipal fountains filled with appropriately coloured displays.

A recent UK campaign saw Chris Evans, a celebrity media presenter, offer a pink Rolls-Royce Ghost to be hired by the day, anywhere in the country. The vehicle comes with chauffeur, champagne and a chauffeur. The entire hire fee of more than PS5,000 was donated to charity.