ABSTRACT
The Pink Ribbon Campaign discussed in this chapter was first initiated in 1992 in the USA by Evelyn Lauder, the chief executive of Este Lauder, one of the largest skincare and makeup manufacturers in the world. The Pink Ribbon concept soon engulfed almost all of the Western, developed countries and regions including Canada, Australia and the European Union. Since 2003, a special issue of the magazine themed "Pink Ribbon Campaign" has been produced and circulated every October, which is also designated as breast cancer awareness month globally. China's recent participation in the global Pink Ribbon Campaign and its popularity in China also need to be placed in the context of the rise in the privatization and marketization of the Chinese media sector, especially of fashion magazines. The Pink Ribbon Campaign that appears in the Trends Health magazine, which has been sponsored by Este Lauder in recent times, has attracted many domestic and international companies as sponsors and advertisers.
