• 1992 Estee Lauder cosmetics company executive Evelyn Lauder worked on a project to raise awareness of breast cancer among women. It started small — with little pink ribbons handed out at department store makeup conters — before eventually moving into fundraising.
• 2011 Lauder died Saturday at age 75, but not before that little project grew into something massive. With October designated as Breast Cancer Awareness Month, the campaign has raised $330 million in less than 20 years. Lauder’s little idea made a huge mark. source

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