Over the years Yoplait has donated more than $50 million to breast cancer research. But in that time everybody and their mother started sponsoring breast cancer awareness. In the wash of pink there was a need for a more tangible resource: a way for cancer survivors to connect with, and help, the newly diagnosed. And so the Firefly Sisterhood was born, an entirely independent non-profit specifically created to help women support each other through the trauma of breast cancer.

At its core, the Firefly Sisterhood is a matching site where survivors and the newly diagnosed can find each other for support.

Online videos told the story of a typical Firefly Sisterhood connection.

A consistent, and very un-pink, brand immediately established the Sisterhood as something unique in the breast cancer community.