Actually, awareness is starting a 'charity' where the CEO makes more than the US president does, and barely any donations go towards actual cancer victims. Also, please note that the pink ribbon food that fills grocery store shelves in October has a ludicrously small amount of each sale going to 'cancer research' (mostly to pay the CEO's salary and more fund raising). Or the NFL blanketing their games with pink, none of the proceeds raised go towards cancer research. The funds go to another 'awareness charity' where no cancer patient even notices the difference. Awareness is a business created to dupe weak minded people into thinking they're helping their friends and family who suffer through these horrific conditions. When in reality they're merely lining the pockets of some lazy person with no real contribution to society.