During October 2006 (US National Breast Cancer Awareness Month), The Breast Cancer Research Foundation and partner, Wilson Sporting Goods Co. joined with Vibrant Media in a free interactive online advertising campaign. Using Vibrant In-text Advertising, the words ‘breast cancer’ were turned pink and double-underlined on selected women’s, health and entertainment websites. When users moused-over the pink words, a BCRF public service announcement appeared encouraging donations. Wilson donated $1 for every click, up to $100,000. Traditionally in October the Empire State Building goes pink, yogurt containers go pink and Vibrant Media enabled BCRF to go pink across the Internet.