[excerpt]

2005: The BCA Campaign estimates that it has distributed more than 60 million pink ribbons internationally since the movement began.

2006: Samantha King’s Pink Ribbons Inc: Breast Cancer and the Politics of Philanthropy is published, highlighting a discordance between the reality of the disease and public perception of it and challenging the commercialisation of the movement. It will later be made into a documentary Pink Ribbons, Inc.

2011: The Breast Cancer Research Foundation (BCRF) estimates that it has raised more than US$315 million (Dh1.2bn) since 1993. On November 12, the BCA and BCRF founder Lauder dies.