By now you should be familiar with the yellow 'LiveStrong' rubber cancer awareness bracelets. They were popularized by seven-time Tour de France cycling champion and cancer survivor Lance Armstrong. The money from their proceeds goes for cancer research.

If he has planning to pitchfork cancer awareness into society's consciousness, Lance Armstrong has done a really good job. His rubber bracelets are ubiquitous today, an ever present awareness tool for cancer, and a fund-raising tool for cancer research.

Among cancer awareness bracelets, next to Armstrong's rubber wristbands come the breast cancer awareness bracelets. However, unlike the 'LiveStrong' rubber band bracelets, these breast cancer awareness bracelets come in different colors. The most popular color for breast cancer awareness bracelets is pink.

But why pink? There is a story behind it: Charlotte Haley, a 68-year-old woman, began making and distributing peach ribbons in the 1990s with cards that read: "The National Cancer Institute annual budget is $1.8 billion, only 5 percent goes for cancer prevention. Help us wake up our legislators and America by wearing this ribbon." Haley's daughter, sister and grandmother had breast cancer. Self magazine wanted to use Haley's ribbon but she refused saying they were too commercial. The magazine came up with another color then -- pink. Focus groups say pink is 'soothing, comforting and healing.'

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