Globally, breast cancer is the most common cancer affecting women. In 2008 some 1,380,000 million new cases and 458,000 deaths were reported worldwide. Of all regions worldwide, North America has the highest incidence of breast cancer, and, overall, new cases of the disease are diagnosed more frequently in countries in developed regions of the world, such as North America and Europe, than in countries in impoverished regions, such as certain areas of Asia and Africa. However, differences in breast cancer incidence and death rate between developed and developing regions are due primarily to differences in the organization and financial state of healthcare infrastructures. The global disparities in screening and treatment, as well as the persistently high incidence of the disease on a global scale, have led to a significant increase in international interest in breast cancer awareness campaigns since the late 1990s.
Throughout Breast Cancer Awareness Month, science forums, educational programs, and informational pamphlets and posters are used as means to disseminate information to the public. A number of special events are held as well, including National Mammogram Day in the United States, which focuses on the importance of screening and early detection of breast cancer. In addition, fund-raising activities, such as walks, runs, auctions, concerts, and other charity events, are held in countries around the world. The money collected by these events typically goes toward local, national, or international funding for breast cancer research. Scientific conferences and meetings of international cancer organizations also may be scheduled in conjunction with awareness campaigns.
The major international symbol of Breast Cancer Awareness Month is the color pink. In the 1990s the pink ribbon stood as the primary emblem of support. However, the color pink is used in a variety of ways, including on clothing, posters, and Internet Web sites, to demonstrate inidual and collective awareness of breast cancer. In 2000 Estée Lauder, Inc., a fragrance and cosmetics company, launched Global Illumination, a project in which major global landmarks are illuminated by pink light for one or more days in October in support of Breast Cancer Awareness Month. Illuminated landmarks have included the Sydney Opera House, Niagara Falls, the Brandenburg Gate, the Empire State Building, the Taipei 101 building, and the Tower of London.