Celebration Chain is a campaign created for AstraZeneca's Arimidex, a breast cancer treatment. The site is the first and only example of social media in branded pharmaceuticals. Friends and family of breast cancer survivors can create a ‘celebration’ of a survivor – a virtual doll that is animated to illustrate the survivor – with qualities such as beauty, humour and intelligence. The dolls can be emailed, and a donation to a breast cancer charity is given for each user-created doll. The site launched during Breast Cancer Awareness Month and enjoyed immediate success among the community with more than 11,000 dolls created.