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"In honor of National Breast Cancer Awareness Month, Ralph Lauren is donating $1 (up to $25,000) to its Pink Pony Fund for every like and reblog it receives on one of its Tumblr posts.\nThe post features an animated graphic that reads, \"Pink Pony: Join the Fight Against Cancer.\" It was posted late Thursday morning and has already received more than 500 notes at time of writing.\nThe intiative has altrustic motives, sure \u2014 but the fashion brand is likely to enjoy a boost in Tumblr followers as well.\nGap ran a similar campaign around the holidays in late 2010. The company posted a series of video commercials to Facebook, and donated $1 for every \"Like\" they received on top of a $150,000 base donation to charities including Camp Interactive and Feed Projects.\nRalph Lauren is relatively new to Tumblr, having joined the network in late August."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/10/11/ralph-lauren-breast-cancer-tumblr/>