Our philanthropic activities also deepen our relationships with consumers. Our Breast Cancer Awareness Campaign celebrated its 10th year by distributing millions of pink ribbons and informational bookmarks worldwide and spear- heading the Global Landmarks Illumination Initiative, which bathes hundreds of monuments in pink light to build awareness of the importance of early detection and the fight for the cure. The M . A . CAIDS Fund, which has raised nearly $30 million, supported the creation and distribution of an HIV/AIDS educational packet for high school students; donated $250,000 to the United Nations HIV/AIDS pro- grams, and developed a widely-aired public service announcement aimed at teenagers. Aveda’s Earth Month efforts raised more than $720,000 for grass-roots environmental organizations. The brand also embarked on a partnership with the RARE Center for Tropical Conservation, which helps rural people living near at-risk sites in more than 30 countries benefit from protecting biodiversity. These sites include Ecuador’s Galapagos Islands and Australia’s Great Barrier Reef. 33