Breast Cancer Action (BCAction) is a national grassroots education and advocacy organization dedicated to supporting people living with breast cancer and creating system-wide change that will end the breast cancer epidemic. It was founded in 1990 by Elenore Pred, Susan Claymon, and Linda Reyes. Based in San Francisco, BCAction is known for understanding breast cancer not as an individual crisis, but a public health emergency. BCAction is also known for its Think Before You Pink campaign, launched in 2002, which encourages consumers to ask critical questions before buying pink ribbon products. - Source: Wikipedia