Celebration Chain (http://www.celebrationchain.com) allows loved ones of breast cancer patients
and survivors to create "celebrations," which can be shared with the survivor and others. For each
doll that is created, AstraZeneca donates $1 to a breast cancer charity.

CelebrationChain helps AstraZeneca support its survivor network by offering a venue where loved
ones can support and celebrate the strength and individual attributes of a certain breast cancer
survivor. The women who receive a Celebration can view the thoughts and wishes left by their
circle of support, while also seeing that they are not alone. A typical patient takes Arimidex for
five years,so we saw it as beneficial to help create a supportive environment for the woman for
those five years.

Rather than advertise the site when it launched, we let the social media aspects take hold to
create a viral buzz. This was an immediate success, as friends sent each other celebrations
and bloggers(many survivors themselves) immediately took notice.

As of the end of August 2008, more than 15,500 celebrations have been created, and many more
(almost 95,000) have visited the site to view them.