Our Brand Story; At the outset in 2004, talking about Breast Cancer was not easy in the society where this fatal disease was largely associated with female sexuality, but Pink Ribbon campaigned so effectively that not only the taboo was broken and Breast Cancer was included in the narrative of mainstream media but also the government acknowledged the cause and made Breast Cancer a priority in national health agenda. This impressive campaign of spreading Breast Cancer awareness and building alliances with public and corporate sector organization led Pink Ribbon win IPRA Frontline Golden World Award. Pink Ribbon continued its struggle over the years, achieving one milestone after another. Gradually, we moved from campaigning and advocacy to service delivery and launched National Breast Cancer Screen Program through Mobile Mammogram Units. Realizing the utmost privation of quality healthcare facilities for Breast Cancer, Pink Ribbon laid the foundation of Pakistan’s first dedicated Breast Cancer Hospital in 2017. The Hospital will be operation by June 2019. Support Pink Ribbon in this redemptive cause.