Pink Ribbon Promises

Breast-cancer-related promotions are a hit, but how much good do they do?

This past March, Barb Jarmoska and 21 other women over the age of 50 set out from San Diego on a cross-country bike trip to raise money for breast-cancer research. Their goal was to arrive in St. Augustine, Fla., in two months' time after pedaling through eight states. Each woman paid for her own trip and picked her own breast-cancer charity. For Jarmoska, it was the perfect way to pay homage to two dear friends she had lost to the disease, while fulfilling a lifelong desire to bike across the U.S.

But when she began researching which charity to support, Jarmoska...

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